{"id":46176,"date":"2026-08-19T19:37:38","date_gmt":"2026-08-19T22:37:38","guid":{"rendered":"https:\/\/agenciainfra.com\/blog\/?p=46176"},"modified":"2026-08-19T19:37:41","modified_gmt":"2026-08-19T22:37:41","slug":"vedacao-a-uso-de-marca-no-mercado-livre-tem-que-valer-para-todos-diz-edp","status":"publish","type":"post","link":"https:\/\/agenciainfra.com\/blog\/vedacao-a-uso-de-marca-no-mercado-livre-tem-que-valer-para-todos-diz-edp\/","title":{"rendered":"Veda\u00e7\u00e3o a uso de marca no mercado livre tem que valer para todos, diz EDP"},"content":{"rendered":"\n<p class=\"has-text-align-right\"><strong>Lais Carregosa*, da Ag\u00eancia iNFRA<\/strong><\/p>\n\n\n\n<p>O CEO da EDP no Brasil, Jo\u00e3o Brito, disse nesta quarta-feira (19) que a veda\u00e7\u00e3o ao uso da marca na comercializa\u00e7\u00e3o de energia tem que valer para todas as empresas que pretendem atuar no mercado, n\u00e3o s\u00f3 as distribuidoras de energia. A proibi\u00e7\u00e3o tem sido cogitada pela ANEEL (Ag\u00eancia Nacional de Energia El\u00e9trica), cuja compet\u00eancia foi refor\u00e7ada pelo decreto que regulamentou a abertura do mercado \u00e0 baixa tens\u00e3o na \u00faltima semana.<\/p>\n\n\n\n<p>\u201cN\u00e3o posso penalizar um setor, que n\u00e3o \u00e9 um setor que tem a mesma visibilidade que os outros. Por exemplo, telecomunica\u00e7\u00f5es, combust\u00edveis e v\u00e1rios outros t\u00eam muito mais notoriedade em n\u00edvel nacional do que os operadores de distribui\u00e7\u00e3o, e estou a penalizar os operadores de distribui\u00e7\u00e3o em prol de outros\u201d, afirmou \u00e0 imprensa ap\u00f3s o XV F\u00f3rum Acende Brasil, em S\u00e3o Paulo.<\/p>\n\n\n\n<p>O executivo ressaltou que o mercado brasileiro \u00e9 competitivo e que marcas de outros segmentos podem querer atuar no mercado livre de energia. \u201cObviamente essas empresas podem querer ou n\u00e3o, mas t\u00eam uma possibilidade de atuar nesse mercado e v\u00e3o usar a sua marca, que \u00e9 uma vantagem competitiva que elas t\u00eam. Ent\u00e3o por que quem j\u00e1 est\u00e1 no setor n\u00e3o pode usar a sua marca?\u201d, argumentou.<\/p>\n\n\n\n<p>A discuss\u00e3o sobre o uso da marca \u00e9 feita pela ANEEL dentro de um processo que discute a abertura do mercado livre de energia ao restante da alta tens\u00e3o e \u00e0 baixa tens\u00e3o, al\u00e9m do compartilhamento de informa\u00e7\u00f5es de consumidores, chamado de Open Energy.<\/p>\n\n\n\n<p>O corpo t\u00e9cnico da reguladora recomendou restringir o uso da marca da distribuidora por empresa comercializadora do mesmo grupo. No entanto, parecer do Cade (Conselho Administrativo de Defesa Econ\u00f4mica) afirma que as medidas aventadas pela reguladora n\u00e3o obedeceriam ao princ\u00edpio da proporcionalidade, que \u201cimplica que se evite a ado\u00e7\u00e3o de rem\u00e9dios que ultrapassem o necess\u00e1rio para restaurar a concorr\u00eancia no mercado\u201d.<\/p>\n\n\n\n<p><em>*A rep\u00f3rter viajou a S\u00e3o Paulo a convite do Instituto Acende Brasil.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lais Carregosa*, da Ag\u00eancia iNFRA O CEO da EDP no Brasil, Jo\u00e3o Brito, disse nesta quarta-feira (19) que a veda\u00e7\u00e3o ao uso da marca na comercializa\u00e7\u00e3o de energia tem que valer para todas as empresas que pretendem atuar no mercado, n\u00e3o s\u00f3 as distribuidoras de energia. A proibi\u00e7\u00e3o tem sido cogitada pela ANEEL (Ag\u00eancia Nacional [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7250],"tags":[53,371,5540,1760,21437,21436,13132,924,13438],"class_list":["post-46176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destaque-lista","tag-aneel","tag-cade","tag-comercializacao-de-energia","tag-edp","tag-forum-acende-brasil","tag-joao-brito","tag-lais-carregosa","tag-mercado-livre-de-energia","tag-open-energy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Veda\u00e7\u00e3o a uso de marca no mercado livre tem que valer para todos, diz EDP - Ag\u00eancia iNFRA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agenciainfra.com\/blog\/vedacao-a-uso-de-marca-no-mercado-livre-tem-que-valer-para-todos-diz-edp\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Veda\u00e7\u00e3o a uso de marca no mercado livre tem que valer para todos, diz EDP\" \/>\n<meta property=\"og:description\" content=\"Lais Carregosa*, da Ag\u00eancia iNFRA O CEO da EDP no Brasil, Jo\u00e3o Brito, disse nesta quarta-feira (19) que a veda\u00e7\u00e3o ao uso da marca na comercializa\u00e7\u00e3o de energia tem que valer para todas as empresas que pretendem atuar no mercado, n\u00e3o s\u00f3 as distribuidoras de energia. 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