Publicidade comportamental e vigilância: pressupostos para responsabilização civil dos sites de redes sociais na internet

Abstract

In electronic reality, the transit of personal data is vigorously stimulated and made effective through the support of extensive and efficient connection networks. In this dynamic, suppliers of the consumer market use personal data to enrich products and services that are more personalized to personal tastes and desires, a technique that is more prone to persuasion, but that does not shy away from countless social reflexes. Individuals have been systematically removed from the control of their own information, becoming a measure for shaping the interests of the market. In the heart of these assumptions lies the research problem of this work, which intends to investigate the assumptions for the accountability of one of the relevant market players for the control and handling of personal data. Now, social media sites bring together countless users and personal information, thus, they are timely incursions aimed at verifying the responsibility for setting up surveillance structures and targeting behavioral advertising. Starting from a deductive approach and a monographic procedure, it seeks to clarify what Network Society consists of and how issues of identity, socialization and commerce are profoundly reoriented. Given the hypervulnerability of users and the systematic assault on privacy on the Internet, it is urgent to recognize the emancipatory potential of Law. For the full conformation of projects for the free development of the personality, it is essential that the order establishes legal response structures. In this regard, civil liability assumes an emancipatory role and is dedicated to guaranteeing informational self-determination in the electronic environment.