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Access to customer service may undergo a significant change in Brazil. Currently under consideration in the National Congress, the Bill No. 395/2025 proposes changes to the Consumer Protection Code (CDC) and to Decree No. 11,034/2022. This last one regulates the guidelines for Customer Service. The idea is to expand the right to direct and free communication between consumers and companies, regardless of the economic sector.
Today, the obligation to offer a Customer Service Department (SAC) Free calls are restricted to companies regulated by federal agencies: telecommunications, health plans, banks, insurance, aviation, interstate transportation, and electricity. Other unregulated sectors, such as retail, e-commerce, and other services, must provide customer service channels, but are not required to offer free contact.
In practice, this creates a inequality in access to care. Many consumers face additional costs to resolve simple issues, such as asking questions, filing complaints, or canceling contracts.
“"The current model creates a concrete barrier to..." exercising consumer rights. That's because not everyone can afford the costs to seek solutions," he says. Nicoly Crepaldi Minchuerri, a lawyer specializing in civil law at the firm Mazzucco & Mello Law Firm.
SAC = Consumer Protection
According to the expert, the current situation raises important questions on two points: consumer protection and the need for a review of customer service policies. Consumers are becoming increasingly aware of their rights, and this amplifies the urgency of accessible and efficient service.
Furthermore, expanding regulations to include all sectors could not only facilitate access but also promote healthier competition among companies. After all, when consumers have easy access to support, companies tend to improve their services to avoid losing customers.
Direct communication as a basic right
Bill No. 395/2025 seeks to address this gap by expressly including in the Consumer Protection Code the right to direct communication with suppliers as a basic consumer right. If approved, the text will require all companies to offer free customer service channels for any type of request, such as information, complaints, cancellations, and clarifications.
“The proposal strengthens a central principle of consumer law, which is easy access to information and conflict resolution. Without a free channel, consumers end up discouraged from complaining or seeking their rights,” he explains. Leonardo Neri, a partner in the Technology, Media and Telecommunications (TMT) area of the same firm as Nicoly.
According to experts, the change could also reduce practices considered abusive, such as limiting free assistance to certain topics or requiring multiple digital steps that hinder problem resolution.
Accessible service and inclusion
Another important aspect of the project is the requirement that information about products and services – such as prices, composition, and characteristics – be made available in an accessible way to people with disabilities as well. The proposal reinforces the principle of inclusion and equality in consumer relations.
“"It's not enough to just offer free customer service. It's essential that this..." service should be accessible "And it's understandable to all consumers, respecting different needs," Nicoly points out.
Impacts for consumers and businesses
If the project is approved, the impacts will be felt on both sides of the consumer relationship. For the consumer, the main change will be the possibility of seeking solutions without additional costs, with greater security and predictability. For companies, it will be necessary to adapt or structure customer service channels that meet the new legal requirements.
“Failure to comply with the rules may result in administrative and judicial liability. Therefore, companies need to closely monitor the progress of the bill and prepare themselves now,” warns Leonardo.
The future regulation of the law, if approved, should to detail technical aspects of the SAC, such as operating hours, criteria for using human or automated customer service, and minimum quality standards for the service provided.
What consumers should look out for
While the Bill No. 395/2025 The debate continues in Congress, and experts recommend that consumers follow the issue closely and pay attention to the practices adopted by companies.
“"The proposal signals an important change: customer service ceases to be a competitive differentiator and becomes an effective obligation, focusing on access, transparency, and..." respect for the consumer”Nicoly concludes.
If implemented, the new rule could represent a significant progress in consumer relations in Brazil, reducing inequalities and expanding consumer access to fairer and more efficient service channels.
Gaps for companies
One point of concern raised for companies – especially smaller ones and digital businesses – is the cost of implementing and maintaining free, responsive channels. This demand will require hiring, training, and infrastructure to handle peak demand and reduce fraud or abuse in contacting them.
There is also the assessment that, without well-calibrated rules in the regulations, the obligation may increase litigation or to encourage overly standardized care.
Bill No. 395/2025 is from Representative Daniela from Waguinho and it is in Chamber of Deputies; in the Consumer Protection Committee there is opinion in favor of approval (rapporteur) Celso Russomannoand the matter appears as “"Ready for the agenda"” in the Committee.
Source: https://consumidormoderno.com.br/sac-gratuito-para-todos/