You should be aware of the new transparency rules that the National Consumer Secretariat (Senacom) implemented for the digital platforms.
From now on, each platform will have to create a API accessible, where anyone can search Ad information and other content without needing to register. The platforms will have four months to adjust the ads and one year for the data conveyed.
This article explains all the details of these important changes that place Brazil on a new level of digital transparency.
-
- New transparency rules for digital platforms.
-
- Platforms must create a digital repository (API) to access data.
-
- API must be available on the internet without the need for registration.
-
- Data about ads and interactions should be accessible in near real-time.
-
- Platforms must inform who paid for the ads and data on the audience reached.
New Transparency Guidelines for Digital Platforms
Introduction to the New Rules
You, who use digital platforms, must be aware of the new transparency guidelines established by the National Consumer Secretariat (Senacom). Published recently, these guidelines aim to ensure greater clarity about the data and advertisements that you find online. Platforms have a period of four months to adapt to the new rules for advertisements and one year for general data.
Implementing APIs for Transparency
Each digital platform must maintain a API (Application Programming Interface). This digital repository will allow you to search for information about the content being broadcast, including advertisements. The documentation required to access this API must be available online, without the need for registration or login. This ensures that anyone can conduct searches freely and transparently.
Data Access and Recovery
Platforms must ensure that you can retrieve data from any ads you make, as well as the text displayed and links to media. Additionally, newly published data must be accessible in near real time, i.e. within one hour of publication.
Target Audience Data
Your data repository should include information about the age, gender, and geographic location of the audience that viewed your ads in the last year. This allows you to get a clear idea of who is being reached by your ads.
Ad Promoter Transparency
Platforms should also be transparent about who is promoting the ads. This includes information about who paid for the boost and the days the ads were running. This is essential so that you know who is behind the ads you see.
Content Produced by Artificial Intelligence
It's important that you know when content was produced by Artificial intelligence. Platforms must clearly flag such content in the data repository. This is crucial so that you can distinguish between human-generated and machine-generated content.
Ad Interactions
If an ad allows interactions, the repository interface should allow you to retrieve data about those interactions. This includes likes, comments, shares, and clicks. This way, you can better understand how other users are interacting with the content.
Ad Deletion
Even if an ad is deleted, data about it should be retained in the repository. This includes the reason for the deletion and the date of removal. This ensures that you have access to a complete history of the ads that have served.
Comparison with the European Union
Marie Santini, director of Netlab at UFRJ, highlights that these new rules place Brazil on a similar level to that of European Union. According to her, it is essential that platforms treat Brazilian consumers with the same level of transparency as European consumers. This is essential to ensure a fair and transparent consumer relationship.
Application of the Rules in Brazil
Although there is still no specific regulation for platforms in Brazil, the Consumer Protection Code establishes the rules for consumer relations. And as a user, you have a consumer relationship with these platforms. Therefore, it is crucial that they comply with these new transparency guidelines.
Conclusion
These new guidelines are an important step towards ensuring that you have access to clear and transparent information about the data and ads you find on digital platforms. With the implementation of these rules, you will be able to conduct research freely, better understand the target audience of your ads, know who is behind them and distinguish content produced by Artificial Intelligence.
To learn more about how these changes may impact your use of digital platforms, you can check out this article about apps for kids or this one about the new Instagram algorithm. These readings can help you better understand how transparency and security are being improved in the digital environment.
Frequently Asked Questions
What are the new transparency rules for online ads?
Digital platforms must create a freely accessible API to consult information about advertisements and published content, without the need for registration or login.
How long does it take for platforms to adapt?
Platforms have four months to adjust their ads and one year to adapt other general data to the new transparency criteria.
How should platforms report on the target audience for ads?
Platforms must include data on the age, gender and geographic location of people who viewed ads in the last year.
What happens to deleted ads?
Even if an ad is removed, its information must be kept in the repository, indicating the reason and date of deletion.
Should transparency include who paid for the ad?
Yes, platforms must inform who paid for the ad and the days it was displayed.