New Federal Decree Enforces Improved Human Customer Service Standards from October 2, 2026

Starting October 2, 2026, a new federal decree imposes stringent requirements on companies in Brazil regarding consumer service access, mandating direct human interaction through their customer service channels, known as SAC (Serviço de Atendimento ao Consumidor). The regulation, published on October 13, 2026, obliges companies to provide human assistance via phone and electronic channels from 8 AM to 8 PM daily, including holidays. Moreover, at least one electronic channel must be available 24/7.

The decree covers a broad range of regulated providers including telecommunications, healthcare, airlines, energy, financial institutions, digital product intermediaries, and private transport services. While automated or AI tools may assist with call distribution, they cannot replace real-time human support.

Key service standards include customers reaching a human representative within 20 seconds for 80% of calls, with a maximum wait time of five minutes for others. If a call disconnects, companies must return the call within five minutes. Consumers cannot be forced to repeat inquiries or be unnecessarily redirected, and all services must be free with no advertisements during wait or service times.

Consumers are entitled to prompt issue resolution—non-urgent matters within seven days and urgent cases prioritized. Canceling products or services must be possible at all service levels. Demand histories must be accessible upon request within five business days, with call recordings retained for at least 90 days.

The decree emphasizes priority service for the elderly and mandates accessibility accommodations for persons with disabilities. These rules aim to enhance transparency and fairness in consumer interactions, reinforcing rights and improving the overall service experience.