A RESPONSABILIDADE CIVIL DOS INFLUENCIADORES DIGITAIS

Abstract

This article focuses on the civil liability of digital influencers, which is justified because these figures, whom their followers trust, frequently use social networks to promote products and services. The general objective of the study is to discuss whether digital influencers have an objective or subjective responsibility when hired by companies to carry out advertisements and, to this end, it is necessary to analyze the forms of illicit advertising and how the Consumer Protection Code is applied in these cases, as well as the actions of the National Advertising Self-Regulation Council. In this way, using a hypothetical-deductive approach and through the study of selected content made with the bibliographic search, it was possible to verify that digital influencers have an objective and joint responsibility when illicit advertising is found on social media, being considered suppliers by equivalence so that they can respond for any damages and losses caused to their followers, who become consumers by placing trust in their recommendations.