Pirâmides Financeiras e Marketing Multinível: Um estudo acerca do dano social e da responsabilidade civil no Direito Privado, frente às demandas da sociedade de consumo e de informação

Abstract

The society is aware about the illegality of the Financial Pyramids, but they don´t have enough knowledge about Multilevel Marketing. This new institute came up to circumvent the jurisprudence and reach social credibility. The society needs to be aware that it doesn´t matter how the system is called as long as it knows how the structure works, being in pyramid, in flux or donation. The advertisements are only fueling the advertising market, making the system more and more driven by the aspect of legality caused by commercials on well-known TV stations, or because of the prime hours of the TV schedule. In this way, it´s known that someone who is interested in the activity is responsible to be aware of how unlawful is the institute that it claims to be part of, and, the probable damages that it can cause. Through doctrinal and jurisprudential research, we have noticed that the search for promotion of the human being is one of the solutions for the unbridled social adhesion boosted by the advertisement, since it covers the vulnerability part of the society, talking about the economic and cultural sense, by the access of information.