Google Becomes the First Tech Giant to Join Brazil’s CONAR

Brazil – June 27, 2025 | 🌐 www.zonadeazar.com Google Becomes the First Tech Giant to Join Brazil’s CONAR

A milestone in advertising self-regulation in the digital age

The National Council for Advertising Self-Regulation (CONAR) has announced that Google has officially joined its structure, becoming the first global tech giant to take part in Brazil’s leading advertising watchdog.

This alliance strengthens CONAR’s role in the digital ecosystem, aiming to promote ethical advertising practices across platforms.

Collaboration with Google Priority Flagger and advertising oversight

Google will take part in CONAR’s self-regulation processes, while the council will collaborate with the Google Priority Flagger program, which facilitates reporting of advertising policy violations through dedicated priority channels.

“This is a major milestone for Brazil’s advertising self-regulation, especially as we celebrate CONAR’s 45th anniversary,” said Sergio Pompilio, President of CONAR.

He added that the digital landscape has transformed advertising, requiring constant updates in practices and tools.

Announcement comes amid legal debate on platform responsibility

The announcement coincides with an ongoing Supreme Federal Court (STF) case that debates whether tech companies should be liable for sponsored content.

According to Poder360, seven of eight justices support the notion that platforms should remove illegal content even without a court order, potentially reshaping the Brazilian Internet Civil Framework.

Google reaffirms its commitment to safe, ethical advertising

“Google’s entry strengthens CONAR’s evolving role in the digital space,” said Pompilio.

Fábio Coelho, President of Google Brazil, stated:

“Together with CONAR, we will work harder to build a healthier and more trustworthy advertising ecosystem. This marks a new phase for ethical advertising.”

Google in Brazil: 200+ million ads removed in 2024

In its 2024 transparency report, Google revealed it had removed over 200 million ads and suspended 1.3 million advertiser accounts for policy violations such as trademark misuse, data manipulation, and misrepresentation.

“Google’s presence reflects an expanded and evolving digital advertising landscape,” concluded Pompilio.

🖋 Edited by: @_fonta
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