Responsabilidade civil dos influenciadores digitais: redes sociais e publicidade
Carregando...
Tipo
TCC
Data de publicação
2023-06
Periódico
Citações (Scopus)
Autores
Flores, Raíssa Aparecida Marina
Orientador
Oliveira, José do Carmo Veiga de
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Com o avanço da era digital, a sociedade se viu em novo conceito de vida, onde todas as
atividades realizadas são diretamente voltadas ao meio tecnológico/digital, seja trabalho,
estudo, relacionamento interpessoal, comunicação instantânea, compra e venda de produtos.
O presente trabalho de conclusão de curso busca mostrar a evolução das redes sociais, como
as marcas/empresas buscam realizar a divulgação de seus produtos e serviços diante a
publicidades realizada em face ao meio digital, qual seja, via influenciadores digitais, que são
pessoas engajadas que atuam publicitariamente via redes sociais. Através dos princípios
publicitários, o objetivo é demonstrar a responsabilidade civil dos influenciadores em
observância ao Código de Defesa do Consumidor, Código Civil e posicionamentos do
Conselho Nacional de Autorregulamentação Publicitária, bem como demonstrar o
entendimento e divergência dos doutrinadores. O trabalho realizou-se em capítulos, sendo
abordado a influência das redes sociais na sociedade atual, a conceitualização dos
influenciadores digitais, os princípios regentes da publicidade lícita e ilícita, controle da
atividade publicitária, bem como as normas aplicáveis ao tema, e análise da responsabilidade
civil e sua possível aplicação perante e atividade publicitária realizada pelos influenciadores
digitais.
With the advancement of the digital era, the society has seen itself in a new concept of life, where all activities are directly related to the technological/digital environment such as work, study, interpersonal relationships, instant communication, buying and selling products. This final paper aims to show the evolution of social networks, how brands/companies seek to advertise their products and services in the digital environment, namely, throughout digital influencers, which are engaged people who advertise through social networks. Through the advertising principles, the goal is to demonstrate the civil liability of influencers in compliance with the Consumer Protection Code, Civil Code and positions of the National Council of Self-Regulated Advertising, as well as to demonstrate the understanding and divergence of the doctrines. The work was conducted in chapters, addressing the influence of social networks in today's society, the conceptualization of digital influencers, the principles governing lawful and unlawful advertising, control of advertising activity, as well as the rules applicable to the topic, analysis of civil liability and its possible application before the advertising activity is performed by digital influencers.
With the advancement of the digital era, the society has seen itself in a new concept of life, where all activities are directly related to the technological/digital environment such as work, study, interpersonal relationships, instant communication, buying and selling products. This final paper aims to show the evolution of social networks, how brands/companies seek to advertise their products and services in the digital environment, namely, throughout digital influencers, which are engaged people who advertise through social networks. Through the advertising principles, the goal is to demonstrate the civil liability of influencers in compliance with the Consumer Protection Code, Civil Code and positions of the National Council of Self-Regulated Advertising, as well as to demonstrate the understanding and divergence of the doctrines. The work was conducted in chapters, addressing the influence of social networks in today's society, the conceptualization of digital influencers, the principles governing lawful and unlawful advertising, control of advertising activity, as well as the rules applicable to the topic, analysis of civil liability and its possible application before the advertising activity is performed by digital influencers.
Descrição
Palavras-chave
publicidade , redes sociais , influenciadores digitais , advertising , social networks , digital influencers