Astroturfing as a deceptive and abusive advertising strategy on marketing platforms
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | spa |
Título da fonte: | Cadernos de Comunicação (Online) |
Texto Completo: | http://periodicos.ufsm.br/ccomunicacao/article/view/63615 |
Resumo: | In the area of e-commerce, before the purchase process of a certain product/service, the consumer is usually informed of the characteristics of the goods and, even more so, of their evaluations by third party users. In this perspective, due to this urgency for the evaluation/commentary of a good in the market, astroturfing can become a way for the massive insertion of false or malicious comments about the supplier's own products or those of competing suppliers. Thus, the crux of the matter revolves around the dilemma between the need for innovation in vendor advertising and the deception of a tool such as astroturfing as a mass opinion-making ploy. Thus, in order to demonstrate what the legal limits are for the development of this practice, the relevant legal literature and consumer literature will be analyzed. For this purpose, the hypothetical-deductive methodological procedure will be used, through applied research, with a descriptive objective. There is no unifying provision regarding the regulation of astroturf in the current legal system, if we take into account that it is a relatively new mechanism of the market platforms. It is concluded, therefore, that such practice constitutes misleading advertising in the terms of Article 37(1) of the Consumer Protection Code, and abusive advertising in the terms of Article 36, caput, of the same Code, because it misleads the consumer and directly violates the principle of advertising identification. |
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Astroturfing as a deceptive and abusive advertising strategy on marketing platformsEl astroturfing como una estrategia publicitaria engañosa y abusiva en las plataformas de mercadoAstroturfing como estratégia publicitária enganosa e abusiva nas plataformas de mercadoConsumer law. Market platform. Misleading advertising. Abusive advertising. Astroturfing.Ley del consumidorplataforma de mercadopublicidad engañosapublicidad abusivaastroturfingDireito do consumidor. Plataforma de mercado. Publicidade enganosa. Publicidade abusiva. Astroturfing.In the area of e-commerce, before the purchase process of a certain product/service, the consumer is usually informed of the characteristics of the goods and, even more so, of their evaluations by third party users. In this perspective, due to this urgency for the evaluation/commentary of a good in the market, astroturfing can become a way for the massive insertion of false or malicious comments about the supplier's own products or those of competing suppliers. Thus, the crux of the matter revolves around the dilemma between the need for innovation in vendor advertising and the deception of a tool such as astroturfing as a mass opinion-making ploy. Thus, in order to demonstrate what the legal limits are for the development of this practice, the relevant legal literature and consumer literature will be analyzed. For this purpose, the hypothetical-deductive methodological procedure will be used, through applied research, with a descriptive objective. There is no unifying provision regarding the regulation of astroturf in the current legal system, if we take into account that it is a relatively new mechanism of the market platforms. It is concluded, therefore, that such practice constitutes misleading advertising in the terms of Article 37(1) of the Consumer Protection Code, and abusive advertising in the terms of Article 36, caput, of the same Code, because it misleads the consumer and directly violates the principle of advertising identification.En el ámbito del comercio electrónico, antes del proceso de compra de un determinado producto/servicio, se suele informar al consumidor de las características de los bienes y, más aún, de sus evaluaciones por parte de terceros usuarios. En esta perspectiva, debido a esta urgencia por la evaluación/comentario de un bien en el mercado, el astroturfing puede convertirse en una vía para la inserción masiva de comentarios falsos o maliciosos sobre los propios productos del proveedor o los de los proveedores de la competencia. Así, el quid de la cuestión gira en torno a la disyuntiva entre la necesidad de innovación de la publicidad de los proveedores y el engaño de una herramienta como el astroturfing como una estratagema de creación de opinión masiva. Así, para demostrar cuáles son los límites legales para el desarrollo de esta práctica, se analizará la literatura jurídica pertinente y la literatura consumista. Para ello se utilizará el procedimiento metodológico hipotético-deductivo, a través de la investigación aplicada, con un objetivo descriptivo. No existe una disposición unificadora en cuanto a la regulación del astroturf en el sistema jurídico vigente, si se tiene en cuenta que se trata de un mecanismo relativamente nuevo de las plataformas de mercado. Se concluye, por lo tanto, que dicha práctica constituye publicidad engañosa en los términos del párrafo 1 del artículo 37 del Código de Protección del Consumidor, y abusiva en los del artículo 36, caput, del mismo Código, debido a que induce a error al consumidor y viola directamente el principio de identificación de la publicidad.No âmbito do comércio eletrônico, antes do processo de compra de um determinado produto/serviço, o consumidor normalmente se informa sobre as características dos bens e, mais ainda, das suas avaliações por terceiros usuários. Nesta perspectiva, devido a esta urgência na avaliação/comentário sobre um bem no mercado, o astroturfing pode tornar-se um canal para a inserção em massa de comentários falsos ou maliciosos sobre os produtos do próprio fornecedor ou sobre os de fornecedores concorrentes. Assim, o cerne da questão gira em torno do dilema entre a necessidade de inovação na publicidade dos fornecedores e o engano feito por um instrumento como o astroturfing como uma estratégia de formação de opinião em massa. Assim, a fim de demonstrar quais são os limites legais para o desenvolvimento desta prática, será analisada a literatura jurídica relevante e a literatura de consumo. Para este fim, será utilizado o procedimento metodológico hipotético-dedutivo, por meio da pesquisa aplicada, com um objetivo descritivo. Não existe uma disposição unificadora para a regulamentação do astroturfing no atual sistema jurídico, considerando que se trata de um mecanismo relativamente novo utilizado nas plataformas de mercado. Conclui-se, portanto, que esta prática constitui publicidade enganosa nos termos do artigo 37, parágrafo 1º, do Código de Defesa do Consumidor, e abusiva nos termos do artigo 36, caput, do mesmo Código, porque engana o consumidor e viola diretamente o princípio de identificação da publicidade.Universidade Federal de Santa Maria2021-10-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://periodicos.ufsm.br/ccomunicacao/article/view/6361510.5902/2316882X63615Cadernos de Comunicação; v. 25 n. 2 (2021)2316-882X1677-9061reponame:Cadernos de Comunicação (Online)instname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMspahttp://periodicos.ufsm.br/ccomunicacao/article/view/63615/pdfCopyright (c) 2021 Cadernos de Comunicaçãoinfo:eu-repo/semantics/openAccessAlves, Fabricio GermanoGardeta, Juan Manuel VelázquezSousa, Pedro Henrique da Mata Rodrigues2021-10-29T14:20:46Zoai:ojs.pkp.sfu.ca:article/63615Revistahttps://periodicos.ufsm.br/ccomunicacaoPUBhttps://periodicos.ufsm.br/ccomunicacao/oaiflavilisboa@gmail.com||flavilisboa@gmail.com2316-882X1677-9061opendoar:2021-10-29T14:20:46Cadernos de Comunicação (Online) - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms El astroturfing como una estrategia publicitaria engañosa y abusiva en las plataformas de mercado Astroturfing como estratégia publicitária enganosa e abusiva nas plataformas de mercado |
title |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms |
spellingShingle |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms Alves, Fabricio Germano Consumer law. Market platform. Misleading advertising. Abusive advertising. Astroturfing. Ley del consumidor plataforma de mercado publicidad engañosa publicidad abusiva astroturfing Direito do consumidor. Plataforma de mercado. Publicidade enganosa. Publicidade abusiva. Astroturfing. |
title_short |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms |
title_full |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms |
title_fullStr |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms |
title_full_unstemmed |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms |
title_sort |
Astroturfing as a deceptive and abusive advertising strategy on marketing platforms |
author |
Alves, Fabricio Germano |
author_facet |
Alves, Fabricio Germano Gardeta, Juan Manuel Velázquez Sousa, Pedro Henrique da Mata Rodrigues |
author_role |
author |
author2 |
Gardeta, Juan Manuel Velázquez Sousa, Pedro Henrique da Mata Rodrigues |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Alves, Fabricio Germano Gardeta, Juan Manuel Velázquez Sousa, Pedro Henrique da Mata Rodrigues |
dc.subject.por.fl_str_mv |
Consumer law. Market platform. Misleading advertising. Abusive advertising. Astroturfing. Ley del consumidor plataforma de mercado publicidad engañosa publicidad abusiva astroturfing Direito do consumidor. Plataforma de mercado. Publicidade enganosa. Publicidade abusiva. Astroturfing. |
topic |
Consumer law. Market platform. Misleading advertising. Abusive advertising. Astroturfing. Ley del consumidor plataforma de mercado publicidad engañosa publicidad abusiva astroturfing Direito do consumidor. Plataforma de mercado. Publicidade enganosa. Publicidade abusiva. Astroturfing. |
description |
In the area of e-commerce, before the purchase process of a certain product/service, the consumer is usually informed of the characteristics of the goods and, even more so, of their evaluations by third party users. In this perspective, due to this urgency for the evaluation/commentary of a good in the market, astroturfing can become a way for the massive insertion of false or malicious comments about the supplier's own products or those of competing suppliers. Thus, the crux of the matter revolves around the dilemma between the need for innovation in vendor advertising and the deception of a tool such as astroturfing as a mass opinion-making ploy. Thus, in order to demonstrate what the legal limits are for the development of this practice, the relevant legal literature and consumer literature will be analyzed. For this purpose, the hypothetical-deductive methodological procedure will be used, through applied research, with a descriptive objective. There is no unifying provision regarding the regulation of astroturf in the current legal system, if we take into account that it is a relatively new mechanism of the market platforms. It is concluded, therefore, that such practice constitutes misleading advertising in the terms of Article 37(1) of the Consumer Protection Code, and abusive advertising in the terms of Article 36, caput, of the same Code, because it misleads the consumer and directly violates the principle of advertising identification. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-10-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://periodicos.ufsm.br/ccomunicacao/article/view/63615 10.5902/2316882X63615 |
url |
http://periodicos.ufsm.br/ccomunicacao/article/view/63615 |
identifier_str_mv |
10.5902/2316882X63615 |
dc.language.iso.fl_str_mv |
spa |
language |
spa |
dc.relation.none.fl_str_mv |
http://periodicos.ufsm.br/ccomunicacao/article/view/63615/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Cadernos de Comunicação info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Cadernos de Comunicação |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria |
dc.source.none.fl_str_mv |
Cadernos de Comunicação; v. 25 n. 2 (2021) 2316-882X 1677-9061 reponame:Cadernos de Comunicação (Online) instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Cadernos de Comunicação (Online) |
collection |
Cadernos de Comunicação (Online) |
repository.name.fl_str_mv |
Cadernos de Comunicação (Online) - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
flavilisboa@gmail.com||flavilisboa@gmail.com |
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1809464000182747136 |