Understand what CONAR is, how it really works and its importance in national advertising – WAU

Controversial cases involving advertising campaigns give rise to talk at school, at work, at home and, mainly, on social networks. Some of these debates end up reaching CONAR in the form of complaints. From the judgment of these complaints, many brands make changes to their ads and even remove them from the air. This proves how the […]

Controversial cases involving advertising campaigns give rise to talk at school, at work, at home and, mainly, on social networks.

Some of these debates end up reaching CONAR in the form of complaints. From the judgment of these complaints, many brands make changes to their ads and even remove them from the air.

This proves how the role of the consumer has changed over the years. From a passive being that was not taken into account by companies, he became a powerful voice that does not remain silent and demands, above all, to be respected.

CONAR is one of the instruments used by this consumer to be heard by the brands and advertising agencies that create the abusive and deceptive campaigns in circulation in the market.

For this reason, CONAR is gaining more and more visibility and becoming known to the general public. In fact, last month a campaign was launched by the council itself, which generated controversy and was denounced!

Let’s show this campaign at the end of the content, first, let’s understand how CONAR really works!

Are you curious to know more about this advice? Continue reading.

What is CONAR?

According to the CONAR website itself, the National Advertising Self-Regulation Council is: “an institution that oversees the ethics of commercial advertising in London, guided by the provisions contained in the London Code of Advertising Self-Regulation”.

That is, it is a group that analyzes advertising campaigns through complaints that may have caused some kind of disrespect to the consumer and even to companies that may have been cited.

Unlike what many people think, it is not a consumer protection body nor does it have legal power. For this reason, he is unable to force an advertisement to be removed from the air, altered or even fined.

Even so, because it is highly respected by advertising companies, the decisions made by CONAR are always respected and accepted.

How was it created?

At the end of the 1970s, after the federal government announced the possible sanction of a law that would regulate the advertisements advertised, it was created, along the lines of the English model, the London Code of Advertising Self-Regulation.

Want to know more about this code? Click here and check it out in full!

In 1978, during the III London Advertising Congress, advertisers, agencies and communication vehicles adopted the code in their activities.

On May 5, 1980, the National Council for Advertising Self-Regulation, which would help to oversee and put into practice all the code’s commandments.

What’s your role?

When Conar receives the denunciations made and forwards them to its Ethics Council. It is formed by 180 councilors, who cannot hold public positions and work as volunteers divided into eight Chambers, located in São Paulo, Rio, Brasília, Porto Alegre and Recife.

The Council will be responsible for analyzing and judging complaints, taking into account what is present in the Code and offering the defendant the right of defense.

If the complaint is seen as valid, Conar can recommend changes or even the removal of the advertisement.

How to make a report?

Anyone can make a complaint via website, email or letter to CONAR as long as they have the identification of who is making that request.

Anonymous reporting cases are not considered.

There is also no minimum number of complaints for the campaign to be analyzed and judged. The only factor that matters is that the claim made is in accordance with the London Advertising Self-Regulation Code.

Remember that services and products are not targets of CONAR, only advertising pieces.

If your complaint is in accordance with any article of the London Advertising Self-Regulation Code, it is considered valid and the process is initiated, with the choice of the rapporteur that is made among the members of the Ethics Council.

The next step is to analyze the case and judge it in the first instance. If it is decided in favor of the complaint, the advertiser can appeal.

In the second instance, there are two possibilities, the process can be finalized based on a unanimous decision, or if this does not happen, a Council vote is taken to make the final decision.

Bonus: Examples of advertising pieces judged by CONAR

On the CONAR website it is possible to have access to all cases judged by the council. To give you an idea of ​​how this information is displayed, I have separated some cases from this year for you to know. Check out!

Campaign: Trust Conar

In it, the image is divided into two similar scenes, which appear simultaneously. In the videos it is possible to see a couple made up of a man and a woman on one side, and on the other, a couple composed of two women.


In the background, the narrator says the following line: “Have you ever thought if every commercial had to have options to please everyone? That’s why Conar exists. To separate what is personal taste from what is offensive and illegal ”.

Many people were offended by this announcement and made complaints that reached CONAR. This caused the case to be brought to trial.

In conclusion, it was recommended to change the campaign’s videos, which are no longer available.

Even so, CONAR and the responsible agency stated that they will appeal the decision taken by the Ethics Council.

Campaign: Forbidden Beer – Pure Forbidden Family

Representation nº: 035/17

Advertiser: Forbidden Beer

Agency: DraftZ

Basics: Article 27, paragraph 1, letter “a”, of Rice

Decision: Archiving

Resume: Eight complaints from consumers, residing in São Paulo, Limeira and Mairiporã (SP), Caseiros (RS), Rio (RJ) and Laguna (SC) saw signs of gender discrimination in the Proibida beer campaign, in which one of the presentations is described as “male beer”, while another presentation, called “Rosa Vermelha Mulher” is recommended to the female audience.

Advertiser and agency defended themselves at Conar, arguing that the campaign only highlights the multiple product presentations, suitable for different audiences.

The councilors, by majority vote, agreed with the defense’s arguments and recommended the filing, following the proposal of the author of the winning vote.

Campaign: Every Mother Deserves Samsung

Samsung campaign vetoed by CONAR

Representation nº: 078/16

Advertiser: Samsung

Basics: Articles 1, 23, 27, paragraphs 1 and 2, and 50, letters “a” and “b”, of the Code

Decision: Amendment and warning

Resume: Whirlpool brought to Conar a complaint against the TV and internet campaign of competitor Samsung aired on the eve of Mother’s Day.

According to the complainant, when promising a discount on the purchase of a second product from the advertiser, the advertising pieces have the potential to mislead consumers as to the terms of the advertised offer and the availability of stock.

Whirlpool mentioned illegible lettering in the ads, which prevents consumers from knowing better the contours and limitations of the offer.

The rapporteur granted a preliminary injunction, but this was revoked after a request from Samsung, which reported on sanitation measures. Samsung supported its defense in exactly these steps.

In his vote, the rapporteur accepted Whirlpool’s arguments, considering Samsung’s campaign to be irregular.

For this reason, he recommended the alteration of the original ads, a penalty aggravated by warning to the advertiser, in view of the occasional non-compliance with the injunction. His vote was accepted unanimously.

Campaign: Chamyto – Let’s Discover Your Son’s Genius Side

Representation nº: 078/16

Advertiser: Nestlé

Basics: Article 27, paragraph 1, letter “a”, of Rice

Decision: Archiving

Resume: A consumer in Itapema (SC) considered that Chamyto’s TV and internet film embarrasses parents and guardians with the purpose of enforcing consumption, which is disapproved by the London Advertising Self-Regulation Code, in addition to suggesting that the product may favor the child’s intellectual development .

The advertiser sent a defense to Conar, denying the reasons for the complaint, considering that the advertising piece strictly respects advertising ethics, highlighting, before, the mother’s attention to the son’s needs.

The rapporteur broadly agreed with the defense’s arguments and proposed to close the representation, vote was unanimously accepted.

Campaign: Piracy Is Crime – International Women’s Day

Piracy is a crime banned by CONAR

Representation nº: 039/17

Advertiser: Pieces of Love

Basics: Articles 1, 3, 6, 19, 20 and 50, letter “c”, of the Code

Decision: Suspension

Resume: The Superior Council of Conar, motivated by a letter from the State Coordination of Policy for Sexual Diversity, the Secretariat of Justice and Defense of Citizenship of the Government of the State of São Paulo, proposed representation against an advertisement in external media and internet with the title above, publicizing the Pedaços de Amor cosmetics store.

The advertising piece is illustrated with a photo of a transvestite in provocative dress using a men’s bathroom. A large number of consumer complaints were received in the following days.

The management of Conar recommended a preliminary suspension of the display of the ad while waiting for the defense of the advertiser, who chose not to speak out.

The rapporteur confirmed the suspension. According to him, the representation “deepens the harmony between Conar and society in order to curb initiatives that are detached not only from ethical standards of conduct, but from the respect that must guide our relations in any sphere.

People with people, people with brands and brands with brands ”. His vote was accepted unanimously.


In the topic above, you can find out about some cases judged by CONAR.

Thanks to the growing debates on topics such as machismo and diversity, more people feel willing to express their opinions and, consequently, new complaints reach CONAR.

To give you an idea, UOL conducted a study that found that from 2006 to 2016, reports of machismo increased 87.5%.

Therefore, if you do not agree with any advertising that infringes any of the articles of the London Code of Self-Regulatory Advertising, make your voice heard and register your report!

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