Regulamentação do marketing digital no Brasil e a responsabilidade dos influenciadores digitais
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Tipo
TCC
Data de publicação
2021-12
Periódico
Citações (Scopus)
Autores
Giacon, Gabriela Agostineto
Orientador
Sgrignolli, Ruth Carolina Rodrigues
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Este estudo tem por objetivo identificar a legislação em vigor aplicável ao Marketing Digital,
considerando a ausência de um diploma legal específico e unificado para o segmento
referenciado, bem como verificar o controle administrativo e judicial aplicado para a tutela dos
consumidores frente à publicidade feita por Influenciadores Digitais nas redes sociais. Para a
elaboração deste trabalho, utilizou-se a metodologia hipotético-dedutiva, realizada por meio de
pesquisa bibliográfica, levantamento e análise de dados administrativos e judiciais. Verificouse
que, de maneira a garantir o equilíbrio da relação consumerista, os Influenciadores Digitais
devem se atentar aos princípios norteadores do Código de Defesa do Consumidor,
especialmente ao Princípio da Transparência, bem como às diretrizes oriundas da
autorregulação. Ademais, inferiu-se que o Conselho Nacional da Autorregulamentação
Publicitária (CONAR) mostra-se eficiente para apurar eventuais infrações ético-comerciais
cometidas por Influenciadores Digitais, assim como recomendar possíveis soluções, com um
elevado nível de adesão do mercado publicitário e do marketing de influência.
This study aims to identify the legislation in force applicable to Digital Marketing, considering the absence of a specific legal diploma for the referenced segment, as well as to verify the administrative and judicial control towards the protection of consumers in face of advertising made by Digital Influencers on social networks. For the elaboration of the work, the hypothetical-deductive methodology was used, carried out through bibliographical research, administrative and judicial data collection and analysis. It was verified that, in order to ensure the balance of the consumer relations, Digital Influencers must comply with the guiding principles of the Brazilian Consumer Protection Code, especially the Principle of Transparency, as well as the guidelines arising from self-regulation. Furthermore, it was inferred that the Brazilian Advertising Self-regulation Council (CONAR) is efficient in investigating ethicalcommercial infringements committed by Digital Influencers, along with recommending possible solutions, with a high level of adhesion from the advertising market and influential marketing.
This study aims to identify the legislation in force applicable to Digital Marketing, considering the absence of a specific legal diploma for the referenced segment, as well as to verify the administrative and judicial control towards the protection of consumers in face of advertising made by Digital Influencers on social networks. For the elaboration of the work, the hypothetical-deductive methodology was used, carried out through bibliographical research, administrative and judicial data collection and analysis. It was verified that, in order to ensure the balance of the consumer relations, Digital Influencers must comply with the guiding principles of the Brazilian Consumer Protection Code, especially the Principle of Transparency, as well as the guidelines arising from self-regulation. Furthermore, it was inferred that the Brazilian Advertising Self-regulation Council (CONAR) is efficient in investigating ethicalcommercial infringements committed by Digital Influencers, along with recommending possible solutions, with a high level of adhesion from the advertising market and influential marketing.
Descrição
Palavras-chave
marketing digital , influenciadores digitais , responsabilidade , princípio da transparência , digital marketing , digital influencers , liability , principle of transparency