There is no harmonised framework governing advertising aimed at children on video on demand (VOD) platforms in the Americas. Regulation ranges from a comprehensive regime to a total lack of specific rules, depending on the jurisdiction.

Key takeaways

• More than half of all the surveyed countries do not regulate advertising aimed at minors on VOD platforms.
• Brazil stands out with a comprehensive framework, whereas Canada applies binding rules only in Quebec.
• The US relies on non-binding federal guidelines, a softer regulatory approach compared to some Latin American countries.

Why it matters: This trend may point to a regulatory blind spot across the Americas, as advertising is becoming more prevalent on VOD services. Some research projects that advertising on these platforms will reach close to 28% of global streaming revenues by 2028, up from 20% in 2023.

Background/context: Regulation of advertising to children has traditionally focused on linear television. But the safety of minors online is becoming a global priority, with more countries limiting minors and youth from accessing social media and other online content.

Cullen International’s latest benchmark shows whether there are restrictions on advertising to protect public health or minors in selected countries in the Americas region.

Scope
Region: Americas
Countries covered: Argentina, Brazil, Canada, Chile, Colombia, Mexico, Peru, US
Policy area: Audiovisual / advertising / child protection
Last updated: March 2026