I’m currently onboarding creators across Mexico, Brazil, and Colombia for a major campaign, and I realized I’m way less familiar with the regulatory environment than I should be. In the US, we’ve got FTC guidelines pretty locked down, but LATAM is a patchwork.
I’ve started doing research, and here’s what I’m finding: Mexico has fairly strict influencer disclosure requirements—much tighter than I expected. Brazil’s regulations are evolving, but disclosure standards are becoming clearer through CONAR (their advertising self-regulatory council). Colombia’s rules are less defined but still carry risk if you’re not careful with indigenous peoples or certain product categories.
What’s gotten complicated is that many creators in these markets don’t fully understand disclosure best practices or local regulations. Some of this stems from the regulatory environment being less mature, and partly because education around compliance has been slower rolling out.
I’ve started requiring that any creator I work with includes proper #ad or #publicidad disclosures, avoids misleading claims, and understands category-specific rules (especially around health, finance, and beauty products). But I’m definitely doing this imperfectly.
Have any of you navigated compliance across these markets? What have been your biggest challenges? And are you using any resources or templates to keep creators educated on what’s required in each country?