After China, it’s Brazil’s turn to regulate the activity of digital influencers. On January 6, 2026, Law No. 15,325 was enacted, officially recognizing the activities of multimedia professionals in the country. According to CanalTech, shortly after its publication in the Official Gazette of the Union (Diário Oficial da União – DOU), the so-called “Influencer Law” became the target of misinformation.
The law defines a multimedia professional as a worker with a higher or technical education, who is qualified to work with the creation, editing, and management of social media and digital platforms. Contrary to what has been published on various social networks, the legislation does not mean the “end of the line” for a large portion of digital influencers.
The purpose of Law No. 15,325 is to provide legal security to the relationships between content creators and brands, that is, to organize and guarantee greater security for these professionals.
“By recognizing the profession without creating any requirement for training or licensing, Brazilian law fully respects the free exercise of the profession. The legislator opted for an open model: it described the activity but did not limit its access, allowing anyone to continue creating content,” emphasizes Antonielle Freitas, a lawyer specializing in digital law and partner at Viseu Advogados.
The law approved by Beijing is different, as it requires content creators to prove academic or professional training or experience to address topics such as medicine, law, finance, and education.
The new law stipulates that formalization will no longer be optional, providing greater legal security to professional relationships and guaranteeing more robust legal parameters for partnerships between influencers and brands.
“The impact is twofold: more legal certainty for contracts and more responsibility for brands and agencies. The law makes it easier to demonstrate autonomy when it exists, but it also makes it more evident when the relationship has the contours of a formal agreement—exclusivity, editorial control, rigid goals, economic dependence,” says Freitas.
The only similarity between the new Brazilian legislation and the recent law approved by Beijing is the way it is known. Brazil’s influencer law is limited to monitoring the market and providing legal predictability, encouraging the formalization of connections between content creators and brands. There is, at least in the current text, no rule that controls or restricts the activity.
