Brazil has no general AI labelling law yet. The Senate passed AI bill PL 2338/2023 in December 2024 and sent it to the Chamber of Deputies on 17 March 2025. According to a secondary source, it had not been passed there by August 2026.
According to a secondary source, the Superior Electoral Court requires AI in election advertising to be labelled and bans deep fakes (Resolution 23.732/2024, amended by Res. 23.748/2026).
| Status | no law |
|---|---|
| Applies from | open |
| Legal basis | PL 2338/2023 (KI-Gesetz, offen); Wahlrecht: TSE-Resolution 23.732/2024 |
| Visible label | partly |
| Machine-readable | no |
| Who is obliged | Advertisers |
| Penalties | none in general; in elections under the electoral court's rules |
| Source quality | partly secondary sources only (marked in the text) |
What this means for EU retailers
As far as we can establish, no AI labelling duty currently applies to your store or product advertising in Brazil; the electoral rule covers political advertising. If PL 2338/2023 is adopted, this may change.
The Senate status (plenary on 10 December 2024) comes from the Senate's own page; the details on the Chamber of Deputies and the electoral rules come from secondary sources.
Frequently asked questions
Is there an AI labelling duty in Brazil?
Not for advertising and retail, as far as we can establish. According to a secondary source, it applies to election advertising.
How far along is Brazil's AI law?
PL 2338/2023 passed the Senate and has been with the Chamber of Deputies since March 2025, where according to a secondary source it had not been passed by August 2026.
Sources
Para. refers to the paragraph number in the European Commission's guidelines on Article 50, C(2026) 5054.
- Brazil: bill PL 2338/2023 (Federal Senate)Senado Federal · Law · 11 Oct 2026
- Brazil: TSE Resolution 23.732/2024Tribunal Superior Eleitoral · Law · 27 Feb 2024
