A responsabilidade do google perante o uso indevido de links patrocinados
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Tipo
TCC
Data de publicação
2022-12
Periódico
Citações (Scopus)
Autores
Rosário, Polyana Alves
Orientador
Rodrigues, Luiz Gustavo Friggi
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Este projeto pretende avaliar a responsabilidade da empresa Google, que oferece o serviço Google Ads, nos casos em que há o uso indevido desta ferramenta por parte de terceiros. Para tanto, a metodologia adotada foi a revisão bibliográfica de artigos, livros, jurisprudência, notícias de jornais, dados e estudos realizados por fundações e instituições. Inicialmente, é definido o conceito de marca, as suas funções e a sua relevância para a distinção e sucesso do empreendimento. Em seguida, é realizada uma breve análise da importância da marca no ambiente virtual e como o seu uso não autorizado em links patrocinados caracteriza a concorrência desleal. Além disso, são examinados os três posicionamentos mais importantes acerca da responsabilização do Google: a sua responsabilização, por promover um ambiente em que o ilícito se concretiza; a sua não responsabilização, justificada pela dificuldade de controle e censura de conteúdos postados por terceiros; e a aplicação do artigo 19 do Marco Civil da Internet, que prevê a responsabilização do Google, mas apenas se houver relutância em cumprir ordem judicial determinando a retirada de conteúdo. Após estudos, concluiu-se que o caminho mais acertado é a aplicação do Marco Civil da Internet, pois, além de ser compatível com a natureza livre da internet, não deixa a vítima que teve a sua marca utilizada sem autorização desassistida.
This project aims to assess the liability of the Google company, which offers the Google Ads service, in cases where there is misuse of this tool by third parties. For this purpose, the methodology adopted was the bibliographic review of articles, books, jurisprudence, newspaper news, data and studies conducted by foundations and institutions. Initially it is defined the concept of brand, its functions and its relevance to the distinction and success of the enterprise. Then, a brief analysis is carried out regarding the importance of the brand, and how its unauthorized use in sponsored links characterizes unfair competition in the virtual environment. In addition, the three leading positions on Google's liability are examined: its liability for promoting an environment in which the illicit is realized; its non-liability, justified by the difficulty of controlling and censoring content posted by third parties; and the application of Article 19 of the Brazilian Civil Framework of the Internet, which provides for the liability of Google, but only when there is reluctance to comply with a court order determining the removal of content. It was concluded that the most balanced position is the application of the Brazilian Civil Framework of the Internet, because in addition to being compatible with the free nature of the Internet, it does not leave the victim who had his brand used without authorization unassisted.
This project aims to assess the liability of the Google company, which offers the Google Ads service, in cases where there is misuse of this tool by third parties. For this purpose, the methodology adopted was the bibliographic review of articles, books, jurisprudence, newspaper news, data and studies conducted by foundations and institutions. Initially it is defined the concept of brand, its functions and its relevance to the distinction and success of the enterprise. Then, a brief analysis is carried out regarding the importance of the brand, and how its unauthorized use in sponsored links characterizes unfair competition in the virtual environment. In addition, the three leading positions on Google's liability are examined: its liability for promoting an environment in which the illicit is realized; its non-liability, justified by the difficulty of controlling and censoring content posted by third parties; and the application of Article 19 of the Brazilian Civil Framework of the Internet, which provides for the liability of Google, but only when there is reluctance to comply with a court order determining the removal of content. It was concluded that the most balanced position is the application of the Brazilian Civil Framework of the Internet, because in addition to being compatible with the free nature of the Internet, it does not leave the victim who had his brand used without authorization unassisted.
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Palavras-chave
google ads , responsabilidade civil , marcas , civil liability , brands