Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective

Abstract This study aims to analyze, from a decolonial perspective, imperialist historical processes that made possible the incorporation of the Eurocentric self-regulation model adopted in the creation of the Brazilian Advertising Self-Regulation System, SBAP. Ahistorical research was carried out, based on the critical perspective, using secondary data to analyze this specific case. The analysis shows that the incorporation of foreign elements into the Brazilian system occurred mainly through three factors: the creation and internationalization of a model of advertising self-regulation through ethnocentric and imperial processes; the formation of Brazilian advertising sector according to international standards, especially US standards; and the influence of international models and organizations in relation to SBAP authors. In addition to the discussion focused on the power of companies over consumers, this critical view is expected to generate more knowledge about the relations between the Global North and the Global South and how imperial control materializes in consumerism. Colonial and ethnocentric historical processes limit ways of thinking distinct from the neoliberal logic of consumer protection through free markets, thus helping to maintain Eurocentric dominance over knowledge.