Reglab is proud to launch the highly anticipated second edition of its Radar series: “From the Feed to the Planalto,” presented at Engage.hub. This new report deciphers the complex dynamics between the Brazilian Federal Executive Branch and digital influencers.
This in-depth study contrasts executive actions with the findings from Part I (“From the Feed to the Plenary”), which focused on the Legislative Branch, providing a 360-degree view of influencer governance at the federal level.
Instrumental Use: Creators as a Tool for Public Communication
Reglab’s research reveals that the Federal Executive has systematically incorporated digital creators into its public communication strategies. Analyzing data from 2018 to 2025, the report identifies a primarily instrumental approach. The leading justification for these partnerships (47% of the discourse) classifies creators based on their “popularity, reach, and influence.”
Research Highlights:
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Growth: The total number of initiatives involving influencers has doubled under the current administration.
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Key Players: The Ministry of Health and the Ministry of Justice and Public Security lead the list of federal agencies with the most strategic actions involving digital creators.
The Policy Gap: Risk vs. Recognition
Despite the expansion of these communication efforts, the report highlights a critical failure: Brazil lacks a structured and comprehensive public policy for the digital influencer sector. While use for advertising grows, the Executive has yet to:
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Provide adequate professional recognition for the sector.
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Create policies dedicated to digital entrepreneurship.
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Ensure labor protections for content creators.
Furthermore, a significant portion of Executive action (42% of the discourse) views creators through the lens of risk and legal liability, focusing on enforcement and regulatory surveillance rather than sectoral incentives and structuring.