Responsabilidade civil dos influenciadores digitais
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TCC
Date
2023-06
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Authors
Aznar, Bruna Rondon
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Almeida, Washington Carlos de
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Abstract
O presente trabalho está situado dentro da área do direito civil, mais especificamente dentro da responsabilidade civil, e com foco na subárea do direito do consumidor. O presente trabalho tem como objetivo analisar a possibilidade da responsabilidade civil para os influenciadores digitais. Os influenciadores trabalham nas redes sociais, de forma a divulgar conteúdos de produtos e serviços de marcas em que os contratam para esta finalidade. Inicialmente, será conceituado sobre as duas figuras do Código de Defesa do Consumidor (Lei n. 8.078/90), o consumidor e o fornecedor, responsáveis pela relação jurídica de consumo, e as definições de responsabilidade civil. Logo após, será preceituado o conceito de influenciador digital, e assim demonstrados o poder de influência sobre o consumidor na relação de consumo, e a partir da psicologia do comportamento do próprio consumidor para que o influenciador possa atuar. Por conseguinte, serão definidos os preceitos de propaganda enganosa e abusiva, nos tipos de publicidade oculta que os influenciadores podem fazer.
E, por fim, demonstrar a relação jurídica de consumo entre os influenciadores digitais e os consumidores, e aplicação do Guia de Publicidade por Influenciadores Digitais, pelo CONAR (Conselho Nacional de Autorregulamentação Publicitária). O objetivo do presente trabalho é demonstrar como o convencimento dos influenciadores digitais pode afetar a relação jurídica de consumo, e deixar evidente a influência na tomada de decisões do consumidor diante dessa figura, e conforme publicidade enganosa e abusiva, e assim demonstrar o ato ilícito para fins de responsabilidade civil, e contando com casos concretos para que fique evidenciada tal responsabilidade.
The present work is situated within the area of civil law, more specifically within civil liability, and focusing on the sub-area of consumer law. The present work aims to analyze the the possibility of civil liability for digital influencers. Influencers work on social networks in order to disseminate content of products and services of brands in which they are hired for this purpose. Initially, it will be conceptualized on the two figures of the Consumer Defense Code (Law n. 8.078/90), the consumer and the supplier, responsible for the legal relationship of consumption, and the definitions of civil responsibility. Soon after, the concept of digital influencer will be precepted, and thus demonstrated the power of influence over the consumer in the consumption relationship, and from the psychology of the consumer's own behavior so that the influencer can act. Therefore, the precepts of misleading and abusive advertising will be defined, in the types of hidden advertising that influencers can do. And, finally, demonstrate the legal consumption relationship between digital influencers and consumers, and application of the Advertising Guide by Digital Influencers, by CONAR (National Council for Advertising Self-Regulation). The objective of the present work is to demonstrate how convincing digital influencers can affect the legal relationship of consumption, and make evident the influence on consumer decision-making in the face of this figure, and according to misleading and abusive advertising, and thus demonstrate the unlawful act to civil liability purposes, and relying on specific cases to demonstrate such responsibility.
The present work is situated within the area of civil law, more specifically within civil liability, and focusing on the sub-area of consumer law. The present work aims to analyze the the possibility of civil liability for digital influencers. Influencers work on social networks in order to disseminate content of products and services of brands in which they are hired for this purpose. Initially, it will be conceptualized on the two figures of the Consumer Defense Code (Law n. 8.078/90), the consumer and the supplier, responsible for the legal relationship of consumption, and the definitions of civil responsibility. Soon after, the concept of digital influencer will be precepted, and thus demonstrated the power of influence over the consumer in the consumption relationship, and from the psychology of the consumer's own behavior so that the influencer can act. Therefore, the precepts of misleading and abusive advertising will be defined, in the types of hidden advertising that influencers can do. And, finally, demonstrate the legal consumption relationship between digital influencers and consumers, and application of the Advertising Guide by Digital Influencers, by CONAR (National Council for Advertising Self-Regulation). The objective of the present work is to demonstrate how convincing digital influencers can affect the legal relationship of consumption, and make evident the influence on consumer decision-making in the face of this figure, and according to misleading and abusive advertising, and thus demonstrate the unlawful act to civil liability purposes, and relying on specific cases to demonstrate such responsibility.
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Keywords
responsabilidade civil , comportamento do consumidor , influenciadores digitais , publicidade enganosa e abusiva , civil responsability , consumer behavior , digital influencers , misleading and abusive advertising