# AI AVATAR PRODUCTION — LATAM VARIANT (Disclosure Law)

> **Region:** Latin America (primary: Brazil, Mexico, Argentina, Colombia, Chile, Peru)
> **Primary law structure:** Country-by-country, with growing data protection alignment
> **Common disclosure principle:** Material connection must be disclosed; AI-specific rules emerging
> **Penalty range:** Variable; Brazil and Mexico have the most active enforcement

---

## Legal foundation — Per-country snapshot

| Country | Regulator | Key code | Data protection law |
|---------|-----------|----------|---------------------|
| Brazil (BR) | CONAR, SENACON | Brazilian Advertising Self-Regulation Code | LGPD (Lei 13.709/2018) |
| Mexico (MX) | PROFECO, IFT | Federal Consumer Protection Law | LFPDPPP (federal) + LFPDPPP (state) |
| Argentina (AR) | AAIP, COMFER | Consumer Protection Law (24.240) | Law 25.326 + Argentina Data Protection Law (in progress) |
| Colombia (CO) | SIC, CRC | Consumer Statute (Law 1480/2011) | Law 1581/2012 (LEPD) |
| Chile (CL) | SERNAC | Consumer Rights Law (19.496) | Law 19.628 (under reform) |
| Peru (PE) | INDECOPI | Consumer Protection Code | Law 29.733 |

---

## Brazil (BR) — CONAR + LGPD + SENACON

Brazil is the largest LATAM market and has the most developed influencer regulation.

### CONAR (Conselho Nacional de Autorregulamentacao Publicitaria)

CONAR is the self-regulatory body for advertising. The Code prohibits hidden advertising.

#### Disclosure rules

- Sponsored content must be clearly identified
- Hashtag standard: `#publi`, `#publicidade`, `#parceria`, `#ad`, `#patrocinado`
- CONAR rulings have repeatedly found "#publi" buried in description as **insufficient**
- Required: explicit on-screen labeling AND verbal mention for video content

### SENACON (Secretaria Nacional do Consumidor)

SENACON enforces the Consumer Defense Code (CDC). Hidden advertising = consumer fraud.

### LGPD (Lei Geral de Protecao de Dados)

The Brazilian General Data Protection Law (Law 13.709/2018) requires:
- Consent for personal data processing
- Biometric data (voice, face) = sensitive personal data, needs **explicit consent**
- ANPD (Autoridade Nacional de Protecao de Dados) enforces

### AI specifics

- Draft Brazilian AI Bill (PL 2338/2023) under review (2024-2026); not yet law
- CONAR Guideline on Generative AI (2023) recommends disclosure
- Practical rule: disclose AI-generated content for trust and forward-compatibility

### Recommended template

```
On-screen first 3s: "#Publi — Avatar IA — [Brand]"
Spoken: "Oi gente, esse video e uma publi do [Brand], feito com avatar IA."
Description: "#publi #publicidade — Parceria paga com [Brand]. Conteudo gerado por IA."
```

---

## Mexico (MX) — PROFECO + IFT + LFPDPPP

The Procuraduria Federal del Consumidor (PROFECO) enforces consumer protection. IFT (Instituto Federal de Telecomunicaciones) regulates broadcast and digital media.

### Disclosure rules

- Federal Consumer Protection Law (LFPC, Art. 32) bans deceptive advertising
- Sponsored content must be labeled; common tags: `#publicidad`, `#anuncio`, `#patrocinado`, `#colaboracion`
- PROFECO has fined influencers since 2022 for non-disclosure

### LFPDPPP (Federal Law on Protection of Personal Data in Possession of Private Parties)

- Consent required for personal data processing
- Biometric data (voice, face) treated as sensitive data, needs **explicit consent**
- INAI (National Institute for Transparency, Access to Info, and Data Protection) enforces

### AI specifics

- No standalone AI law (as of 2025-2026)
- Initiative for AI Ethics Framework (2023) — advisory only
- Practical rule: disclose AI in commercial content

### Recommended template

```
On-screen first 3s: "#Publicidad — Avatar IA — [Brand]"
Spoken: "Hola, este video es publicidad de [Brand], hecho con avatar IA."
Description: "#publicidad #anuncio — Colaboracion pagada con [Brand]. Contenido generado con IA."
```

---

## Argentina (AR) — AAIP + Consumer Protection Law

The Agencia de Acceso a la Informacion Publica (AAIP) enforces data protection. Consumer Protection Law (24.240) covers advertising.

### Disclosure rules

- Sponsored content labeling required
- Common tags: `#publicidad`, `#publi`, `#colab`, `#canje` (for product-only barter)
- Buenos Aires has stricter enforcement than other provinces

### Data Protection

- Law 25.326 protects personal data
- New Argentina Data Protection Bill under review (2024-2026) — would align with GDPR
- Biometric data treated as sensitive

### Inflation / pricing note

Argentine inflation 2024-2026 has made USD pricing common for digital services. AI tool subscriptions often charged in USD.

### Recommended template

```
On-screen first 3s: "#Publicidad — Avatar IA — [Brand]"
Spoken: "Hola, este video es publicidad de [Brand], usando un avatar IA."
Description: "#publi #publicidad — Colaboracion paga con [Brand]. Contenido generado con IA."
```

---

## Colombia (CO) — SIC + LEPD

The Superintendencia de Industria y Comercio (SIC) enforces consumer protection and data protection.

### Disclosure rules

- Consumer Statute (Law 1480/2011) bans misleading advertising
- Common tags: `#publicidad`, `#publi`, `#patrocinado`, `#colab`
- SIC has fined influencers for non-disclosure

### LEPD (Law 1581/2012)

- Consent required for personal data processing
- Biometric data needs explicit consent
- SIC (Data Protection Authority) enforces

### Recommended template

```
On-screen first 3s: "#Publicidad — Avatar IA — [Brand]"
Spoken: "Hola, este video es publicidad de [Brand], creado con avatar IA."
Description: "#publi #patrocinado — Asociacion paga con [Brand]. Contenido generado con IA."
```

---

## Chile (CL) — SERNAC + Law 19.628

SERNAC enforces consumer rights under Law 19.496. Common tags: `#publicidad`, `#publi`, `#auspicio`. Chile reforming data protection law (2024-2026) to align with GDPR.

Template: On-screen "#Publicidad — Avatar IA — [Brand]" / Spoken "Hola, este video es publicidad de [Brand], hecho con avatar IA."

---

## Peru (PE) — INDECOPI

INDECOPI enforces Consumer Protection Code. Common tags: `#publicidad`, `#publi`, `#patrocinado`.

Template: On-screen "#Publicidad — Avatar IA — [Brand]" / Spoken "Hola, este video es publicidad de [Brand], con avatar IA."

---

## Universal LATAM rules

### Common hashtag map

| Tag | Use case | Countries |
|-----|---------|-----------|
| `#publi` | Sponsored short | BR, AR (informal) |
| `#publicidade` | Sponsored Brazil formal | BR |
| `#publicidad` | Sponsored Spanish-speaking | MX, AR, CO, CL, PE, etc. |
| `#anuncio` | Advertisement Spanish | MX |
| `#patrocinado` | Sponsored | All LATAM Spanish |
| `#colab` | Collaboration (small barter) | All LATAM |
| `#canje` | Product-only barter | AR, UY, CL |
| `#parceria` | Partnership Portuguese | BR |
| `#ad` | English fallback | All LATAM (mixed acceptance) |

### Cross-LATAM data protection

Sensitive personal data (voice, face) consent required in ALL major LATAM countries:
- Brazil LGPD (Art. 11) — explicit consent
- Mexico LFPDPPP (Art. 9) — express written consent
- Argentina Law 25.326 — explicit consent
- Colombia LEPD (Art. 6) — express written consent
- Chile Law 19.628 — explicit consent
- Peru Law 29.733 — explicit consent

### Universal consent template (LATAM Spanish)

```
CONSENTIMIENTO DE LICENCIA DE VOZ Y ROSTRO

Yo, [Nombre completo, ID nacional], doy mi consentimiento expreso a
[Nombre de la empresa] para procesar mi voz / imagen facial con el
proposito de: [Proposito especifico, plataformas, marcas].

Plazo: [X meses / Hasta revocacion]
Derecho de retiro: Contactar [DPO email].
Procesadores: [Lista de herramientas IA]

Firma: _______________  Fecha: [YYYY-MM-DD]  ID: [...]
```

Portuguese (BR): same structure with "CPF" instead of "ID nacional"; sign as "Assinatura".

---

## Platform policies in LATAM

| Platform | LATAM policy |
|----------|--------------|
| Meta (FB / IG) | AI labeling required (auto + manual); "Parceria paga" (BR) / "Asociacion pagada" (ES) tags |
| TikTok | AI-generated label required; Branded content toggle; Brazilian Portuguese + Spanish UI |
| YouTube | "Altered content" disclosure required; YPP terms apply |
| Kwai (popular in BR) | Sponsored labels enforced |
| LinkedIn | Sponsored tagging required |

---

## Practical disclosure decision tree (LATAM)

```
Is content paid / sponsored?
    Yes -> Use national-language sponsored tag (#publi BR, #publicidad ES)
        AND first-3-seconds on-screen + spoken disclosure
    Is voice / face cloned?
        Yes -> Get LGPD / LFPDPPP / national consent
        AND consider explicit AI disclosure
    No (organic) -> Disclose AI for trust; not legally mandatory in most countries (yet)
```

---

## LATAM-specific checklist before publishing

- [ ] Country-specific tag used (`#publi`/`#parceria` for BR; `#publicidad`/`#anuncio` for ES-speaking)?
- [ ] On-screen text in correct language (Portuguese BR, Spanish ES)?
- [ ] Spoken disclosure in target country language and accent?
- [ ] If voice/face clone: written consent under national data protection law?
- [ ] Cross-border data transfer documented (LGPD Art. 33 / LFPDPPP requirements)?
- [ ] Platform AI label applied (Meta / TikTok / YouTube / Kwai)?
- [ ] If health / financial product: regulator pre-approval (ANVISA BR, COFEPRIS MX)?
- [ ] If targeting children: extra consent layer per country?

---

## Country comparison cheat sheet

| Country | Sponsored tag | Primary regulator | AI label trend |
|---------|---------------|------------------|----------------|
| Brazil | `#publi` / `#publicidade` | CONAR + SENACON | Rising (PL 2338) |
| Mexico | `#publicidad` / `#anuncio` | PROFECO + IFT | Advisory |
| Argentina | `#publi` / `#publicidad` | AAIP + consumer law | In development |
| Colombia | `#publicidad` / `#patrocinado` | SIC | Advisory |
| Chile | `#publicidad` / `#auspicio` | SERNAC | Reform underway |
| Peru | `#publicidad` / `#patrocinado` | INDECOPI | Advisory |

---

## References

- Brazil LGPD (Lei 13.709/2018) + CONAR Code + draft AI Bill PL 2338/2023
- Mexico LFPDPPP + LFPC + IFT influencer marketing guidance
- Argentina Law 25.326 + Consumer Protection Law 24.240
- Colombia Law 1581/2012 (LEPD) + Law 1480/2011 (Consumer Statute)
- Chile Law 19.628 + Law 19.496 (Consumer) + 2024 data protection reform
- Peru Law 29.733 + Consumer Protection Code
- IAB Brasil + IAB Mexico Influencer Marketing Best Practices
- ANPD (Brasil) guidance on biometric data

---

*LATAM Variant | Skill 24 (AI Avatar Production Global) | v1.0.0*
