A proteção do consumidor em meio à publicidade clandestina: o advento dos blogs e influenciadores digitais no campo publicitário

Abstract

The present study aims to analyze how the advent of blogs and digital influencers in advertising have affected consumer protection and vulnerability. In this way, it is verified how, over the years, the consumer has acquired special protection both internationally, as well as in the legal order of the country and, currently, they have had their vulnerability relativized. Thus, this work seeks to understand the principles and guidelines that guide advertising, in short, characterize clandestine advertising and how it applies to the new model of advertising activity conducted via the internet. In order to do so, it seeks to understand how basic principles found in the Consumer Defense Code have been violated, through an analysis of decisions issued by CONAR referring to the advertising activity carried out by blogs and digital influencers. Finally, it shows, in the decisions analyzed, the attempts of CONAR, although insufficient, to curb the practice of clandestine advertising carried out online.