Updates to the Statute of the Child and Adolescent (ECA) are transforming the content creation market, driving a new focus on user safety.
Brazil is entering a new phase of content consumption with the implementation of the new “Digital ECA” laws. In effect since March 2026 (Law No. 15.211/2025), the regulation mandates that platforms operating in the country adopt reliable mechanisms to verify user age, putting an end to the simple self-declaration model.
While some might view this as a hurdle, others see it as a business opportunity. Despite being a newcomer to the market, Flamus positions itself as an ecosystem designed exclusively for adults. The company states that this measure aims to provide a safer environment for community members and, consequently, offer greater freedom and scope for expression to creators.
“Age verification was part of the product design from the very first version. We treated this issue as a prerequisite rather than an adjustment made in response to a potential problem. The logic was always simple: a creator can only monetize securely and build a genuine audience if they know who they are talking to,” says Hélio Basso, Business Strategist at Flamus.
A market in need of greater trust
With a valuation approaching US$ 5.5 billion in 2026 and ranking second in terms of global market share, Brazil is a major player in the worldwide creator economy. The sector continues to grow steadily, yet the current model is unlikely to sustain the country’s more than 4 million active content creators.
Alongside the rise in opportunities, there has also been a surge in digital crimes. According to a survey by Serasa Experian, there were over 37,000 attempted digital scams in Brazil in 2025 alone.
The use of AI to clone faces and voices has also grown rapidly: according to Observatório Lupa, the volume of AI-generated fake content more than tripled between 2024 and 2025, primarily exploiting the likenesses of well-known individuals.
For content creators, this poses a direct risk: cloned profiles, liability for unauthorized content, and the compromising of an established audience, among other consequences.
The ECA proposal, originally conceived to protect children and adolescents, ultimately became a way to safeguard an entire market that had been calling for more robust data protection measures.
What changes in practice
The Digital ECA establishes:
● an end to simple self-declaration of age, requiring auditable mechanisms to verify platform users;
● accounts for younger users linked to a legal guardian;
● privacy and security by design;
● restriction of verification data usage solely to that purpose;
● oversight by the ANPD (National Data Protection Authority).
These measures mitigate issues regarding identity fraud, intellectual property misuse, and the exposure of minors to inappropriate content.
Security as part of the product, not just a step
At Flamus, age verification aims to minimize fake profiles, protect creators’ images, and ensure a safe environment for members. With the proper documentation, the process takes between 15 and 30 seconds—enough to confirm identity without turning platform access into a barrier. Carlos Saraiva, Head of Operations, gets into the practical details: “We tested the workflow with a focus on balancing security and the user experience. If the user’s documentation—whether they are a fan or a Creator—is in order, verification takes just 15 to 30 seconds. That’s not luck; it’s a system designed not to penalize those who have everything right.”
Verified identity shifts from being merely a regulatory requirement to becoming part of Flamus’s approach to relationships: the foundation that allows Creators and the community to connect while knowing exactly who they are dealing with.
