The objective of this study is to analyze, from a decolonial perspective, how the incorporation of the Eurocentric model of self-regulation occurred in the creation of the Brazilian Advertising Self-Regulation System, considering the context of a civil-military dictatorship, in the years of 1978 to 1980. In order to do so, a historical research with a decolonial perspective was carried out, using primary and secondary data to analyze the case in question. The use of a decolonial perspective allowed the researcher to understand that the incorporation of foreign elements into the Brazilian system occurred mainly through four factors: the alignment of Brazilian advertising sector with international standards; International Advertising Association s incentive to Brazilian advertising sector to implement its practice of self-regulation; the relationship between the advertising sector and the military government; and the US consumerist movements replicated in Brazil. More than a discussion focused on business power over consumers, the problematization of a homogeneous narrative of consumerism is expected to generate more insight into the relations between the Global North and the Global South and how postcolonial control materializes in consumerism, limiting ways of thinking that are distinct from the neoliberal logic of consumer protection through free markets, thus helping to maintain Eurocentric dominance over knowledge. The research offers subsidies for the discussion on possible and alternative forms of consumer protection, excluded from the homogeneous narrative, which leads to other reflections, such as, what could be done to improve the protection of Brazilian consumers, and what should be the State s role in consumer protection.