With the exponential growth of online shopping, marketplaces, and transactions via social media, 2025 brought significant changes to consumer rights in Brazil. A new set of regulations, already in effect, redefines responsibilities, expands protections, and demands even more transparency in digital relationships. According to Rafael Caferati, a lawyer at Jobim Advogados, staying aware of these updates is essential to avoid losses for both consumers and businesses.
“Consumers have gained more effective tools to demand their rights, especially in purchases made through social media and marketplaces. Now, platforms can also be held accountable for delivery issues or service problems,” explains Caferati.
Among the main updates, therequirement for platforms to clearly disclose who the actual seller of the product or service is, the standardized return policy for purchases made on marketplaces and the extension of deadlines to exercise the right of withdrawal in certain situations. “These changes aim to balance a relationship that, until now, was heavily skewed in favor of major digital platforms,” notes the lawyer.
Additionally, the regulation established specific rules for boosted ads on social media, requiring greater transparency regarding the origin of offers and the identification of paid advertising. For Rafael Caferati, this measure is an important step forward: “Distinguishing between editorial content and advertising is crucial for consumers to make informed purchasing decisions.”
Businesses also need to adapt. Failures to inform the consumer or non-compliance with the new requirements can result in substantial fines and damage to brand reputation. Therefore, the expert at Jobim Advogados warns: “Businesses operating in the digital space must urgently review their customer service, sales, and communication policies to ensure compliance with the new regulations.”
The year 2025 thus marks a turning point in online consumer protection in Brazil, and also a new era of responsibility for digital platforms.
