A responsabilização civil dos influenciadores digitais pela publicida ilícita que veiculam nas mídias sociais

Abstract

The present work aims to analyze the possibility of civil liability, of digital influencers, for the illicit advertising that they publish in their social networks, demonstrating how this is present in the Brazilian legal system. For this, at first, it was possible to observe that contemporary society has gone through several evolutions, mainly in its way of understanding the market. With the numerous changes, advertising, as a symbol of the consumer society, accompanied these changes and occupied a space in the strategies to attract the consumer. Throughout the text, it became evident that technological innovations, mainly on the internet, have become an ally for advertising, in terms of the dissemination of information and the incessant search by consumers. And it is in this context of great innovations that what we understand today, by the digital influencer and the advertising that they publish on their profiles on social networks, emerges. It is through convincing, resulting from a relationship of trust and the large number of followers it has, that it determines behaviors and shapes the actions and choices of those who watch them. Then, in order to maintain a healthy legal consumption relationship, the analysis of this advertising, carried out by the influencer and, which cases, it becomes illegal and its possible regulation with the existing legislation