A possibilidade de responsabilização civil do influenciador digital por publicidade ilícita veiculada nas mídias sociais

Abstract

From the technological evolution of the social media steward, the linking of advertisements through the internet through digital influencers has become increasingly increasingly recurrent. Known as digital influencers, they started to use the digital platforms as a work tool, despite not having a regulation in the legal system specific to this type of work. In that sense, the present work has as objective the analysis of a possible application civil law of the Consumer Defense Code against the relationship between consumption and digital influencer, also checking which competent bodies consumers may appeal when injured. In addition, the relationship of such responsibility for the work of the Advertising Self-Regulation Council, seeking to identify the nature of the responsibility of the type influencer, since, everyone involved in the consumption relationship has a legal obligation to respect the principles of good faith and transparency in favor of consumers. It is therefore concluded, with regard to the role of the influencer towards the consumer, who should be subject to the rules and guidelines of the Consumer Defense Code and the Civil, especially with regard to civil liability