Responsabilidade civil dos influenciadores digitais pelas publicidades e propagandas divulgadas nas suas redes sociais
Carregando...
Tipo
TCC
Data de publicação
2023-12
Periódico
Citações (Scopus)
Autores
Lima , Laura Joseane Rodrigues de
Orientador
Caldeira, Adriano César Braz
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Nas últimas décadas, com o avanço das redes sociais, observamos um crescimento
significativo na popularidade dos influenciadores digitais. A princípio, estes
influenciadoresdesempenhavam o papel de disseminadores de informações, celebrando a
liberdade de expressão, sem uma regulamentação específica quanto ao conteúdo veiculado.
Contudo, com opassar do tempo e a expansão de suas atividades para além da simples
partilha de informações— incluindo aspectos de suas vidas pessoais como rotinas, hábitos
alimentares e estilos de vida, bem como a recomendação de produtos e serviços —, a
complexidade de sua atuação intensificou-se. O objetivo central deste estudo é investigar a
possibilidade de responsabilização dos influenciadores digitais por atividades publicitárias e
propagandas em seus perfis nas redes sociais. Para tal, conduziu-se uma revisão de literatura
apoiada em pesquisa bibliográfica. Conclui-se que há, de fato, uma responsabilidade civil
dos influenciadores digitais, haja vista que desempenham papéis que se equiparam ao de
fornecedores diante dos consumidores, assumindo uma responsabilidade solidária e objetiva
pelos produtos e serviços promovidos em suas redes sociais.
In recent decades, with the advancement of social media, we have witnessed a significant rise in the popularity of digital influencers. Initially, these influencers served as disseminators of information, championing freedom of expression without clear regulations regarding thecontent they shared. However, over time, as they began to share not only information but also aspects of their personal lives, such as routines, dietary preferences, and lifestyles, as well as recommending products and services, the complexity of their role increased exponentially. The primary aim of this study is to investigate whether digital influencers can be held accountable for their advertising activities and promoted content they post to their social media profiles. To achieve this, a literature review supported by bibliographic research was conducted. It is concluded that there is indeed a civil liability of digital influencers, given that they perform roles equivalent to those of suppliers in relation to consumers, assuming joint and objective responsibility for the products and services promoted on their social media platforms.
In recent decades, with the advancement of social media, we have witnessed a significant rise in the popularity of digital influencers. Initially, these influencers served as disseminators of information, championing freedom of expression without clear regulations regarding thecontent they shared. However, over time, as they began to share not only information but also aspects of their personal lives, such as routines, dietary preferences, and lifestyles, as well as recommending products and services, the complexity of their role increased exponentially. The primary aim of this study is to investigate whether digital influencers can be held accountable for their advertising activities and promoted content they post to their social media profiles. To achieve this, a literature review supported by bibliographic research was conducted. It is concluded that there is indeed a civil liability of digital influencers, given that they perform roles equivalent to those of suppliers in relation to consumers, assuming joint and objective responsibility for the products and services promoted on their social media platforms.
Descrição
Palavras-chave
influenciadores digitais , publicidade , responsabilidade civil , digital influencers , advertising , civil liability