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In a sweeping move aimed at safeguarding public health and upholding regulations, Brazil’s National Consumer Secretary (Senacon) has issued a stringent order to major digital platforms. The directive targets popular online spaces like YouTube, Instagram, TikTok, Enjoei, and Mercado Livre. These platforms have been given a strict ultimatum—remove any trace of advertisements promoting or selling electronic cigarettes (commonly known as vapes) and other tobacco-derived products within the next 48 hours.
This decision comes on the heels of Brazil’s steadfast ban on such vaping products, a measure recently reinforced by the National Health Surveillance Agency (Anvisa) in April 2025. The e-commerce giants were promptly served with notifications outlining the urgent need to eliminate all vape-related ads by May 1st. Furthermore, these companies are required to heighten their monitoring mechanisms to prevent any fresh publications of similar content.
< h5 >The Legal Landscape< /h5 >
To grasp the gravity of this prohibition, one must acknowledge Anvisa Resolutions RDC nº 46/2009 and RDC nº 855/2024. These pivotal decrees not only outlaw the manufacturing and importation but also explicitly forbid advertising and sale of electronic cigarettes across Brazil. Wadih Damous, the National Consumer Secretary, minced no words when he condemned these unauthorized promotions for posing severe threats to public health due to a glaring lack of regulation or authorization for market circulation.
< h5 >Unveiling Illicit Activities< /h5 >
A comprehensive survey backed by the National Council to Combat Piracy and Crimes against Intellectual Property (CNCP), an entity linked to Senacon, unearthed a staggering revelation. A total of 1,822 illicit pages or advertisements endorsing electronic cigarettes were pinpointed on these notified platforms alone. Shockingly, nearly 1.5 million subscribers found themselves unwitting targets of these insidious marketing tactics—Instagram emerged as the primary offender with an alarming share of 88.5% ads while YouTube and Mercado Livre trailed behind at 6.6% and 2.4%, respectively.
< h5 >Collaborative Imperative< /h5 >
Andrey Correa, CNCP Executive-Secretary emphasized on fostering cooperation between governmental bodies and tech behemoths as pivotal in curbing the dissemination of contraband goods in cyberspace. He underscored that regulating the digital sphere is crucial not just for legal compliance but also for ensuring consumer safety amidst an ever-evolving technological landscape.
< h5 >Past Precedents< /h5 >
This recent crackdown echoes Senacon’s earlier actions when they put Nuvemshop platform under scrutiny for hosting virtual stores peddling nicotine packets (snus)—yet another tobacco-derived product banned from commercialization in Brazil.
With Brazil tightening its grip on unregulated substances making their way into digital realms, it underscores a broader global concern regarding unchecked online commerce intertwining with public health policies—a delicate balance that continues to pose challenges for authorities worldwide.
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