Brazil will require live human support under new consumer service rules

From November 2, Brazil's new consumer service rules take effect for companies in regulated sectors and digital financial institutions supervised by the Central Bank.

They must offer live human support by phone and online every day from 8 a.m.

to 8 p.m., including weekends and holidays.

Automated systems and artificial intelligence can screen requests, but they cannot block or make it harder to reach a person.

Companies must answer at least 80% of phone requests within 20 seconds, and the remaining calls within five minutes.

If a call drops, the company must call back within five minutes, keeping the information and case number already provided.

Complaints and cancellations get firm deadlines: most complaints must be answered within seven days, while improper charges and unwanted services require immediate suspension and resolution within 48 hours; cancellation must be available immediately through the same channels used to sign up.

Digital platforms will face more oversight, and consumer agencies can impose sanctions for violations; consumer groups welcome the changes, while business groups warn they could raise costs, especially for smaller firms.