Marketing de influência: a responsabilidade civil dos influenciadores digitais pelos produtos e serviços divulgados nas redes sociais a luz do código de defesa do consumidor

Abstract

Faced with the technological advances that permeate our society, digital influencers emerge as prominent figures. With the evolution of conventional media, advertising strategies emerged in the digital environment, often led by this group that uses social networks as their work space. Now, with the lack of specific legislation that regulates the activity produced by these influencers, it is necessary to analyze the possibility of holding them responsible for any damages caused by the products and services that are advertised in their media. The method chosen to carry out this work was inductive, which is nothing more than the elaboration of a generalization starting from the point of particular premises. This method would be ideal for raising problem questions that will be answered throughout the dissertation, in conjunction with bibliographic and documentary research. At the end of it, it is hoped that it will become clear that it is possible to hold influencers responsible for their illicit advertising, which may eventually cause damage, with its analysis being pertinent based on an analogy with the doctrinal and jurisprudential content available