New SAC law requires companies to offer human assistance; see what changes

Brazilian consumers now have new guarantees when it comes to solving problems with companies. As of Monday (2), the changes in the Consumer Service (SAC) come into force, which establish stricter rules for telephone and digital service, including the obligation to provide human attendants.

The regulation was established by Federal Decree No. 13.135/2026, published on October 13. The goal is to reduce difficulties faced by customers who need to register complaints, clarify charges, request information or close contracts.

Companies will not be able to limit robots

One of the main novelties is the right to talk directly to a person, without relying exclusively on automatic responses or artificial intelligence systems.

By the new rules, human care should be available between 8am and 8pm, every day, including Saturdays, Sundays and holidays. The requirement applies to telephone calls and digital channels.

Companies will continue to be allowed to use chatbots and automated tools to organize requests and solve simple demands. However, these systems may not hinder the consumer’s access to a caregiver during compulsory hours.

Another determination is that at least one electronic channel remains available 24 hours a day, even outside the human care period.

Waiting time has a limit

The regulation also sets targets to reduce the delay in telephone exchanges.

At least 80% of human care requests should be met within 20 seconds. In other cases, the wait may not exceed five minutes, subject to the specific rules of the regulatory bodies.

If a call is interrupted before the completion of the service, it will be up to the company to return the contact within five minutes, without requiring the customer to repeat all the information already provided.

The procedures should also be simplified. The service may have a maximum of five levels, preventing consumers from being transferred repeatedly between menus and sectors.

In addition, access to a person may not depend on the advance presentation of a CPF, contract number or other registration data. The service must be free and you will not be able to show advertising while waiting.

Cancellation of contracts becomes easier

Those who wish to cancel a service will also have new guarantees.

Companies must offer the possibility of cancellation from the first stage of the service, either by telephone, application or other electronic channel.

If a certain service can be contracted by a digital platform, the consumer should also find in that same environment an option to terminate it.

The cancellation request shall be processed immediately, subject to the applicable legal and contractual conditions. The consumer shall be entitled to receive an electronic proof of the order.

The change seeks to avoid situations in which the customer is able to hire a product quickly, but faces successive transfers and obstacles when he decides to cancel.

Complaints must be answered within seven days

Another important point involves the deadlines to solve demands.

Complaints considered non-urgent should receive a conclusive response within seven calendar days. The company will need to clarify the questions presented, with objective and understandable information.

In cases of undue charge or related to an unsolicited service, immediate measures must be taken to interrupt the charge, with completion within 48 hours.

Situations that pose a significant risk to the consumer will have priority and should be treated immediately, regardless of the time of day. The criteria for classifying an occurrence as urgent will be defined by the responsible regulatory bodies.

Banks, telephones and health plans are among the sectors affected

The new requirements reach suppliers of products and services subject to federal regulations, in compliance with the application criteria established by the competent bodies.

Among the segments covered are financial institutions, telephone operators, airlines, health plans and electricity concessionaires.

The regulation also establishes reporting obligations to the National Consumer Secretariat (SENACON) for intermediation platforms for products and services, passenger transport applications and delivery companies.

The standard also provides for priority and adequate care for the elderly and accessibility requirements for people with disabilities.

Consumers may request a history of service

To facilitate the monitoring of complaints, companies must provide the history of requests made by the customer free of charge.

After the order, the material must be made available within five working days.

Phone recordings and messages exchanged by official service channels will need to be preserved for at least 90 days. The history of the demands should be maintained for a minimum period of six months after the resolution.

Failure to comply with the new rules may be monitored by Senacon and other consumer protection bodies and regulatory authorities.

What to do if the company does not comply with the rules?

Consumers of Ponta Grossa and Campos Gerais who find it difficult to access attendees, register complaints or request cancellations can seek out consumer protection agencies.

The guidance is to keep protocol numbers, proofs, messages and records of the contacts made.

It is also possible to formalize a complaint through the federal platform Consumidor.gov.br or seek assistance from Procon and the agency responsible for the supervision of the service.

The federal government’s expectation is to make the relationship between companies and customers more transparent, ensuring greater agility and reducing barriers to problem solving.

Read also: https://bntonline.com.br/janones-rejeita-ministerio-de-lula-e-revela-por-que-decidiu-continuar-na-camara/