Publicidade e responsabilidade dos influenciadores digitais na sociedade de consumo

Abstract

In this text, the emergence of new methods of propagating products or services, through the internet, thus giving rise to a movement digital later known by the name of digital influencers and the way his work has had an impact on consumer relations. In the legal field, necessary to understand the new form of digital advertising to allude to its direct relationship with the Consumer Defense Code (CDC) regarding the limits of the advertisements. Thus, what is intended to work in this research is precisely the way how such advertising works, its impacts on consumer society and mainly, if the premises of Consumer Law are respected in these types of advertising. Thus, at first, to encompass the theme, it brings a contextual approach about the consumer society, from Zygmunt Bauman and also the current relationship of digital influencers and the Code of Consumer defense. Finally, the forms of advertising on the internet are included. legally permitted in the country's legal system, bringing as a counterpoint the analysis of abusive and/or misleading advertising, which is quite present among platforms of these influencers and what are the damages caused by these practices to the consumers, bringing the reflection of the need, or the non-necessity of accountability by these new agents of advertising on their publications, in order to use the jurisprudential technique with the help of renowned bibliographies to understand about the theme, explain it and propose appropriate solutions