Civil liability of digital influencers: analysis of advertising on social networks

Abstract

This work focuses on the civil liability of digital influencers due to advertising published on social networks and its impacts on the consumer. The main objective of the research is to analyze the legal and social implications of advertising carried out by influencers, highlighting the need for guidelines that promote transparency and responsibility. To achieve this, the methodology used involves legal research and the deductive method, based on qualitative analysis and exploratory techniques regarding legislation, doctrines and jurisprudence, focusing on the application of the Consumer Protection Code. The results indicate that the growing influence of digital influencers demands greater regulation and civil liability, especially in cases of disclosure of defective or harmful products to consumers. It is concluded that the implementation of clear guidelines based on ethical precepts is essential to protect consumer rights and ensure transparency in commercial relationships in the digital environment.