Responsabilidade civil no âmbito da publicidade abusiva ou simulada praticada por influenciadores digitais
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Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Kaneko, Isadora Lie
Orientador
Melo, Diogo Leonardo Machado de
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Resumo
A internet, mais especificamente, as redes sociais modificaram profundamente como nos relacionamos com o mundo ao nosso redor. Com isto, empresas alteraram seus funcionamentos e estratégias, utilizando-se do Marketing de Influência, para atrair um público de forma mais especializada e eficaz. A partir disto, indaga-se acerca do regime de responsabilidade civil dos principais personagens envolvidos nestas espécies de campanhas publicitárias: a empresa anunciante, a rede social veiculadora e o influenciador digital. A metodologia adotada consistiu em pesquisa bibliográfica, analisando-se trabalhos científicos, doutrinas, relatórios, normas e decisões judiciais e administrativas. Apoiada nisto, a pesquisa realizada concluiu pela possibilidade em tese de responsabilização civil destas figuras frente a participação na cadeia publicitária que resulte em uma publicidade abusiva, aqui inserida a publicidade infantil, e/ou simulada, observando-se as peculiaridades de cada participação e regras específicas aplicáveis.
The internet, more precisely, social networks, changed deeply how we relate to the world around us. With this, companies have switched their operations and strategies, making use of influencing marketing to attract a public in a more specialized and effective way. From that, it is wondered about the legal regime of the main characters involved in these sorts of advertising campaigns’ civil liability – the company benefited from it, the social network that works as a broadcaster and the digital influencer. The methodology adopted consisted of bibliographic research, analyzing scientific works, doctrines, reports, norms and judicial and administrative decisions. Based on this, this research concluded for the possibility, in thesis, of civil liability of these figures in the face of participation in the advertising chain that results in abusive advertising, here included advertisement directed to children, and / or simulated, observing the peculiarities of each participation and specific rules applied.
The internet, more precisely, social networks, changed deeply how we relate to the world around us. With this, companies have switched their operations and strategies, making use of influencing marketing to attract a public in a more specialized and effective way. From that, it is wondered about the legal regime of the main characters involved in these sorts of advertising campaigns’ civil liability – the company benefited from it, the social network that works as a broadcaster and the digital influencer. The methodology adopted consisted of bibliographic research, analyzing scientific works, doctrines, reports, norms and judicial and administrative decisions. Based on this, this research concluded for the possibility, in thesis, of civil liability of these figures in the face of participation in the advertising chain that results in abusive advertising, here included advertisement directed to children, and / or simulated, observing the peculiarities of each participation and specific rules applied.
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Palavras-chave
responsabilidade civil , publicidade , influenciador digital , civil responsibility , publicity , digital influencer