Publicidade online: o influenciador digital e sua responsabilização perante o código de defesa do consumidor

Abstract

From the social and technological advances along with growing exposure on networks, the figure of the digital influencer appears. The habits and opinions shared by these individuals became a new way of advertising. This article evaluates the evolution of this profession in the face of possible risks to consumers arising from its lack of regulation. It sought to assess the civil liability of content creators and the possibility of applying the Brazilian Consumer’s Law Code. The deductive method was the methodological basis of the study, based on the analysis of advertising regulation in the national legal system.