In August 2025, Brazil’s National Institute of Metrology, Quality and Technology (INMETRO) enacted Portaria No. 459, establishing a mandatory labeling regime for all footwear manufactured, imported, distributed, or sold in Brazil. The measure, which responds to long-standing demands from industry players, seeks to curb counterfeiting, increase market transparency, and strengthen consumer protection.
The regulation requires that every pair of shoes carry a label in compliance with the ABNT NBR 16679 standard, including clear information on the product’s material composition, country of origin, size, and a unique international identifier, such as a GTIN – Global Trade Item Number, to ensure traceability. These requirements apply not only to physical stores but also to e-commerce platforms.
The deadlines for compliance are staggered: manufacturers and importers must adapt by July 31, 2026, while distributors and retailers have until December 31, 2027. Failure to comply may result in significant administrative sanctions, including fines of up to R$ 1.5 million, product seizure, and even closure of establishments, as provided under Brazilian consumer and metrology legislation.
For foreign brands exporting footwear to Brazil, this regulatory development underscores the importance of ensuring alignment with Brazilian labeling and traceability standards. Exporters should confirm that their labels, packaging, and product data comply with INMETRO’s requirements, to avoid compliance issues once enforcement begins. Considering the strict penalties and the relatively short adaptation period, proactive compliance planning is strongly recommended.
This regulatory change illustrates Brazil’s increasing reliance on labeling and traceability mechanisms as tools to balance consumer protection with the fight against IP infringement, and it is likely to influence future enforcement in adjacent sectors.
Caio de Faro Nunes, IDI Country Expert for Agency in Brazil
