CONAR announces new rules to combat greenwashing

In brief

CONAR approved a new wording for Article 36 of the Brazilian Advertising Self-Regulation Code, promoting the creation of “Section 10 – Environment and Communication of Socio-Environmental Aspects” and Annex “U”, in order to establish specific parameters for advertising that uses claims of sustainability and socio-environmental responsibility.

In more detail

On October 24, 2025, the National Council for Advertising Self-Regulation (CONAR) approved important updates to Article 36 and Annex “U” of the Brazilian Code of Advertising Self-Regulation in order to curb “greenwashing” practices in advertising by product and service suppliers in Brazil. The new rules, which will come into force 30 days after publication, aim to strengthen transparency and accountability in communications involving sustainability, the environment, and socio-environmental aspects.

Among the main changes implemented, the following stand out:

(i) Article 36, which is part of Section 10 – Environment and Communication of Socio-Environmental Aspects, has been expanded to include relevant topics such as biodiversity, climate change, and waste disposal, reinforcing advertising’s commitment to environmental protection in different dimensions. In addition, two new complementary rules have been introduced:

(a) Article 36-A: Encourages the use of positive attributes related to the environment and social responsibility in advertising, provided they comply with the principles of the Code and current legislation.

(b) Article 36-B: Defines essential guidelines for advertisements containing claims on sustainability and social and environmental responsibility, also guiding the appropriate use of technical terminology in this context.

(ii) Annex “U” has undergone a complete revision, now including a preamble and definitions, which contributes to greater clarity and consistency in environmental claims, namely:

(a) Proof of environmental claims has become mandatory, requiring technical documentation or recognized certifications to support any such statement.

(b) The use of generic terms will only be permitted if the scope and limits of the claim made are clearly specified.

(c) With regard to climate change and waste, the new sections deal with emissions, carbon offsets, and waste management, requiring the indication of the life cycle of the product or corresponding system.

(d) As for environmental goals and commitments, advertisements must present defined deadlines, action plans, and verifiable sources, allowing the public to monitor the progress of the initiatives disclosed.

Thus, CONAR’s new rules for advertising involving sustainability and social and environmental responsibility claims establish clearer and more specific criteria for environmental claims, requiring technical proof, greater transparency, and accuracy in the information disclosed.