Google became the first big tech to join Conar (National Advertising Self-Regulation Council). According to the company, entry into Conar had already been under negotiation for years. In addition, there was a reform in the organization’s governance.
In March, a Content Council was created to define the self-regulation rules for the Brazilian advertising market. This council will have equal representation. Thus, its composition includes four representatives from advertisers, four from agencies, four from traditional media and four from platforms.
Previously, the entity‘s Superior Council was responsible for formulating and updating rules (for example, annexes on beverage advertising, advertising for children, and advertising for sportsbooks). The platforms have very low representation on the Superior Council.
Conar analyzes whether advertisements violate the Brazilian Advertising Self-Regulation Code based on complaints from members, consumers, authorities and the entity itself.
Among the functions of Conar are its Ethics Council chambers
Complaints are reviewed by eight chambers of the Ethics Council. The council has the power to impose sanctions such as requests to change or remove advertisements.
Google Brazil President Fábio Coelho commented on the move. “It’s a new stage in the consolidation of a system that serves to promote more ethical advertising,” he said.
With the arrival of Google, advertisers, traditional media outlets, advertising agencies and internet platforms (which previously only participated through IAB Brasil – Interactive Advertising Bureau Brasil) are now represented at Conar.
“Digital platforms account for the largest flow of digital advertising, with broad reach and growing importance, given the migration from traditional media to digital media. Google’s entry reflects this expanded information ecosystem,” says Conar president Sergio Pompilio.
Pompilio says he invited other internet platforms to join.
Google continues to follow its advertising policy
According to Fábio Coelho, president of Google Brazil, “the digital advertising market is intrinsically a little different, whether due to its scale, agility, inventory size and the size of the partners we have.” “So, we will try our best to work to improve market practices.”
Google has released a security report saying it removed more than 200 million ads and suspended 1.3 million advertiser accounts last year, citing trademark infringement, misrepresentation and online gaming.
According to the company, it will continue to follow its own advertising policies, which often coincide with those of Conar. The platform is part of advertising self-regulatory entities in the United Kingdom, Europe and the United States.
Therefore, its advertising policies apply to ads in YouTube search results, and displays distributed by Google and served on websites.
