Influenciadores digitais: a publicidade digital e a responsabilização sob a ótica da legislação consumerista
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TCC
Date
2020-12
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Authors
Lopes, Manuela Silva
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Melo, Diogo Leonardo Machado de
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Abstract
O crescente número de usuários das redes sociais abriu as portas para uma nova
figura: a do influenciador digital. Utilizando-se do poder de persuasão e da relação com seus
seguidores, criada através de um compartilhamento normalmente diário de conteúdo de
variados nichos, os influenciadores tornaram-se uma das principais estratégias de publicidade
das marcas que querem ofertar seus produtos e/ou serviços. Sabe-se que a legislação
consumerista, a fim de proteger o consumidor, regulamentou a publicidade ilícita e a dividiu
em dois tipos: abusiva e enganosa. O presente artigo trata da discussão decorrente do
surgimento da figura do influenciador como agente de publicidade virtual: a aplicação ou não
da responsabilidade civil caso tal publicidade seja ilícita conforme os preceitos do Código de
Defesa do Consumidor.
: The growing number of social media users allowed the appearance of a new figure: the digital influencer. Using their power of persuasion and relationship with his/her followers, created through a daily sharing of content from various niches, influencers have become one of the main advertising strategies of any brands that want to advertise their product or service to the public. The Brazilian consumer law, in order to protect the consumer, defined the legal boundaries to advertising and divided the illicit advertising into two types: abusive and misleading. This article deals with the discussion arising from the emergence of the figure of the influencer as a virtual advertising agent: the possibility of applying the institute of civil liability if such advertising is illegal according to the precepts of the Consumer Protection Code.
: The growing number of social media users allowed the appearance of a new figure: the digital influencer. Using their power of persuasion and relationship with his/her followers, created through a daily sharing of content from various niches, influencers have become one of the main advertising strategies of any brands that want to advertise their product or service to the public. The Brazilian consumer law, in order to protect the consumer, defined the legal boundaries to advertising and divided the illicit advertising into two types: abusive and misleading. This article deals with the discussion arising from the emergence of the figure of the influencer as a virtual advertising agent: the possibility of applying the institute of civil liability if such advertising is illegal according to the precepts of the Consumer Protection Code.
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Keywords
código de defesa do consumidor , influenciador digital , legislação consumerista , responsabilidade civil , consumer protection code , digital influencer , consumer law , civil liability