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Brazil: Bill regulating AI for adversiting purposes referred to Senate Commission

On February 21, 2024, Bill No. 145/2024 amending the Consumer Protection Code to regulate the use of artificial intelligence tools for advertising purposes and prevent misleading advertising was referred to the Senate Internal Temporary Commission on Artificial Intelligence in Brazil.

What are the main aspects of the bill?

The bill prohibits the use of artificial intelligence (AI) for manipulating the image or voice of a person, deceased or alive, in order to influence the consumers' perception of a product or service, unless:

  • there is previous express consent from the person whose image is being used; and
  • the consumer is ostensibly informed that the advertisement was made with AI.

According to the bill, the use of AI in violation of the abovementioned provisions is considered a misleading advertisement.

You can read the bill here and track its progress here, both only available in Portuguese.