A publicidade abusiva voltada ao público infantil: análise no direito brasileiro frente à ascensão das mídias sociais

Abstract

The reflexes of the consumption society are perceptible when analyzing the usual business strategies in the life of any person, with the scope that there is a mass flow of promoted product. There are several tools used for such a desired functionality, however, the screen work focuses its studies on the analysis of the application of advertising aimed at children, considered abusive, in social media. Such abuse, as far as hypervulnerables are concerned, intensifies the problematic, since it does not have the discernment necessary to perceive the necessity of separating reality (what it actually needs to consume) from the illusory (the will to acquire a certain product just for pleasure of the acquisition). Thus, the research aims to identify a form of advertising aimed at the appropriate children's public in the new panorama that the current generation is involved, such as the channels of youtuber, using the analysis of jurisprudence, normative devices and doctrinal studies of applied social sciences , marketing techniques and the psychological influences that occur with the people inserted in this cut.