O fenômeno da publicidade dissimulada: implicações éticas e legais

Abstract

The present article intends to discuss the influence of stealth marketing in consumer decision-making process and the legal and ethical implications of using this technique. Initially, a brief contextualization is made, showing the development of the advertising activity and communication media. It then goes to present the forms stealth marketing appears and its impact on consumer behavior. After analyzing the main aspects of this strategy, defined as guerrilla marketing, brief notes are made about the regulation of advertising and about the state and private control systems. It also examines the principles of advertising in the Consumer Defense Code and misleading and abusive advertising definition. Thus, it is concluded that stealth marketing is not in line with the principle of identification, configuring unlawful practice whose classification as misleading or abusive is still controversial. Finally, discusses the criminal, civil and administrative responsibility of all the agents involved in the process of divulgation of stealth marketing, namely the advertising agency, the communication vehicle and the advertiser celebrity. The research is exploratory and descriptive, with an inductive and dialectical approach.