Brazilian agency association Belta warns on direct selling in market

Belta, the national agency association of Brazil, has launched a campaign to educational providers worldwide, highlighting local legislation, reminding schools of the potential legal ramifications of direct recruitment, and providing best practice guidelines.

The organisation, which represents around 49 accredited members with around 350 sales points across the country, has contacted institutions to advise of the risks of direct sales in the market.

“Brazil has specific legislation governing tourism and consumption (Tourism Law and Consumer Protection Code). Direct sales of exchange programs without local registration (Brazilian tax identification number-CNPJ and Cadastur, required by the Ministry of Tourism) can expose international institutions to legal, tax, and reputational risks,” BELTA said in its communique.

Belta has warned against direct selling in the Brazilian market. “In the event of a legal dispute, the school may be considered jointly liable, even though it is located outside Brazil and has no ‘approved partner’ in Brazil to generate credibility for students/clients.”

The association said that working with member agencies ensures compliance with local legislation and protection for all parties, as well as local support for students, and expertise in visas, laws and cultural adaptation.

The association also outlines recommended best practices and the role of agencies in a series of scenarios, including student referrals, renewals, the use of influencers, recruitment activities at Brazilian schools and universities, and digital marketing campaigns. On the latter point, Belta said that schools should partner with agents to avoid competing with agencies’ own advertising efforts and ensuring a more reliable process for schools and students.

Alexandre Argenta , President of Belta, told StudyTravel Magazine that complaints from member agencies about direct sales have increased over recent years, and the association decided to put a working group together to discuss the issue. “The material we are sharing with associations and business partners is the result of a three-month work process with our members and legal consultants trying to approach our providers to evolve best sales practices in Brazil, considering our local consumer law, digital marketing, promotion and sales practices.

“We intend to open conversations to avoid agency bypass, of course with open, mature and polite discussion – trying to evolve our results together in a moment we see the overall market finding its final adjustment after the pandemic.”

Click here to access the statement and guidelines from Belta.

Alexandre added that the issue had been discussed with colleagues and associations from around the world at the recent gathering of the Federation of Education and Language Consultant Associations (Felca) and Gaela – Global Alliance of Education & Language Associations , ahead of the ST Alphe UK 2025 conference in London. “We believe that this movement should be followed in several countries keeping the importance of the agent flag raised for the best will of our industry,” he said.

Belta was established in 1992 as the first agency association in Latin America, is a member of Felca, and was inducted into the StudyTravel Super Star Hall of Fame in 2012 after winning the ST Star Agency Association category of the StudyTravel Star Awards for a fifth time.

By Matthew Knott

Source: StudyTravel Network

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