By: Ad News
On this day, March 17th, Brazil will take a historic step with the entry into force of the Digital Statute for Children and Adolescents (ECA Digital). For some in the industry, the announcement of new restrictions, especially the prohibition of profiling techniques for targeting advertisements to minors, may cause apprehension. However, the perspective we should adopt is exactly the opposite: the ECA Digital is, undeniably, excellent news for the advertising market.
Historically, while the United States has led globally in child protection with legislation such as COPPA, Brazil has positioned itself as a major pioneer in Latin America in privacy protection, with robust frameworks such as the LGPD (Brazilian General Data Protection Law). The new Digital ECA (Statute of Children and Adolescents) raises this standard, creating what we call a level playing field. When there is a clear regulatory framework, industries grow sustainably and ethically. The new rules do not limit innovation; they close the “gray areas,” separating companies that operate responsibly from those that do not, and allowing brands to invest with complete legal security.
Faced with numerous questions of various kinds, especially concerning the impact of screens on children and teenagers, many may still wonder: why is advertising targeted at this segment still essential? Because today, children and teenagers influence up to 95% of purchasing decisions in Brazilian households, and 8 out of 10 parents recognize this direct impact. Ignoring this audience is not a strategic option for brands.
More importantly, there’s the social role of advertising. We need to be aware that quality content on the internet isn’t truly “free.” There are only two models for accessing the largest library in human history: either the user pays for subscriptions, or brand investment finances that access. On YouTube, for example, more than 96% of users opt for the free, ad-supported model, compared to only 4% who pay for the Premium version.
In the socioeconomic context of Latin America and Brazil, advertising acts as an enabler of universal access. Thanks to advertisers, millions of children can learn, stay informed, and be entertained without economic barriers. Excessively limiting advertising would dry up the revenue of content creators, resulting in an elitist internet where only those who can pay would have access to safe and educational environments.
The challenge, therefore, is not to prohibit advertising, but to do it the right way. The adtech market already has the tools for this. Platforms like Kidscorp’s DSP prove that it is entirely feasible to run highly efficient campaigns through rigorous contextual targeting, without the need to collect personal data or use behavioral profiling. It is possible to connect brands to new generations operating 100% under the principles of Privacy by Design and ensuring brand-safe environments.
The Digital ECA (Brazilian Advertising Self-Regulation Council) is not intended to stifle the industry, but to help it mature. Companies that prioritize transparency and security are already ready to lead this new era. More than a legal obligation, offering ethical and secure advertising is our commitment to the future of the internet and to new generations.
