Brazil enacts the ECA Digital: a landmark law for children’s rights in the Digital Age

Last month, Brazil took a major step toward regulating the digital environment for children and adolescents with the enactment of the ECA Digital (Digital Statute of the Child and Adolescent – Law No. 15,211/2025). With direct implications for the advertising and gaming industries, the ECA Digital imposes restrictions on targeted advertising based on sensitive data and prohibits practices such as loot boxes in games ‘aimed at minors, requiring companies to reassess their commercial strategies and regulatory compliance frameworks.

Key Highlights of the ECA Digital and Its Impact on the Gaming and Advertising Industries

• Immediate Content Removal

Digital platforms are now required to promptly remove harmful content involving minors upon notification — no court order needed. This includes cases of sexual exploitation, grooming, and other serious violations.

• Restrictions on Digital Advertising

The ECA Digital redefines how brands engage with young audiences. The law prohibits targeted advertising using behavioral profiling, emotional analysis, and immersive technologies (AR, VR, XR) directed at children and adolescents. Advertisers, agencies, and platforms will need to invest in content moderation, audience segmentation, and compliance infrastructure to avoid legal risks and reputational damage.

• Ban on Loot Boxes

In a move aligned with other markets, the law prohibits loot boxes in games targeted at minors, citing concerns over gambling-like mechanics and their impact on vulnerable audiences. The law may force developers to restructure monetization systems, especially in games with large youth audiences. Alternatives such as battle passes, direct cosmetic purchases, and subscription models are viewed as more transparent and ethically sound and are already being adopted in markets with similar restrictions (e.g., Belgium, Netherlands).

• Data Privacy Reinforced

Building on Brazil’s General Data Protection Law (LGPD), the ECA Digital mandates stricter controls over the collection and processing of minors’ data. Platforms must implement reliable age verification and obtain parental consent for users aged 12 to 18.

• Transparency & Accountability

Platforms with over one million underage users must publish biannual transparency reports detailing complaints, moderation actions, and safety measures.

• Heavy Penalties for Non-Compliance

Violations can result in fines of up to R$ 50 million or 10% of a company’s revenue in Brazil, along with potential suspension or prohibition of operations.

The ECA Digital introduces a new regulatory landscape that will shape how brands, platforms, and developers interact with younger audiences. Understanding the implications of this law is essential to ensuring compliance, protecting your reputation, and adapting your strategies responsibly.

If you would like to discuss how the ECA Digital may impact your brand, business model, or communication practices, we are here to help. Please contact us at Fernanda.magalhaes@kasznarleonardos.com.