Civil responsibility of digital influence makers

Detalhes bibliográficos
Autor(a) principal: Gasparotto, Ana Paula Gilio
Data de Publicação: 2019
Outros Autores: Freitas, Cinthia Obladen de Almendra, Efing, Antônio Carlos
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Jurídica Cesumar - Mestrado (Online)
Texto Completo: https://periodicos.unicesumar.edu.br/index.php/revjuridica/article/view/6493
Resumo: Publicity in Brazil is governed by state and private laws to inhibit illicit propaganda that may be abusive and/or tricky. Consequently, consumers´ rights are guaranteed. Due to technology and the means that the Internet provides, we live in an exposed society in which people share interests and opinions. The influence maker is thus born, or rather, persons who inform digital opinion may modify the behavior of their followers. Current paper, based on the logical and deductive method, evaluates the civil responsibility of digital influence makers with regard to the indications of products and services within the context of consumers´ vulnerability. Publicity and its regulations in Brazil are discussed within the context of accountability of influence makers. Results show that influence makers have an objective accountability due to their advantage when compared to consumers. They affect the sale of goods and services to impact their followers´ life, fabricate behavior and motivate choices.
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spelling Civil responsibility of digital influence makersResponsabilidad civil de los influenciadores digitalesResponsabilidade civil dos influenciadores digitaisDigital influence makersNew Technologiescivil responsibilityConsumers´ Law Code.Influenciadores digitalesNuevas tecnologíasResponsabilidad civilCódigo de Defensa del Consumidor.Influenciadores DigitaisNovas TecnologiasResponsabilidade CivilCódigo de Defesa do ConsumidorPublicity in Brazil is governed by state and private laws to inhibit illicit propaganda that may be abusive and/or tricky. Consequently, consumers´ rights are guaranteed. Due to technology and the means that the Internet provides, we live in an exposed society in which people share interests and opinions. The influence maker is thus born, or rather, persons who inform digital opinion may modify the behavior of their followers. Current paper, based on the logical and deductive method, evaluates the civil responsibility of digital influence makers with regard to the indications of products and services within the context of consumers´ vulnerability. Publicity and its regulations in Brazil are discussed within the context of accountability of influence makers. Results show that influence makers have an objective accountability due to their advantage when compared to consumers. They affect the sale of goods and services to impact their followers´ life, fabricate behavior and motivate choices.La publicidad en Brasil está reglada en el ámbito estatal y en el ámbito privado, con la finalidad de inhibir la publicidad ilícita, que puede presentarse de forma abusiva y/o engañosa, garantizando, así, los derechos de los consumidores. Con el avance de la tecnología y de las facilidades que la Internet puede ofrecer, se vive, actualmente, en una sociedad de exposición, en que cada vez más los individuos comparten sus intereses y opiniones. Surge entonces la figura del influenciador digital, individuo formador de opinión digital, capaz de modificar comportamientos de sus seguidores. En el artículo se evalúa la responsabilidad civil de los influenciadores digitales en razón de indicación de productos y servicios, justificándose el estudio frente a las vulnerabilidades de los consumidores. El método lógico-deductivo fue la base metodológica del estudio, partiendo del entendimiento de la publicidad y su reglamentación en Brasil para alcanzar los influenciadores digitales y discutir su responsabilidad civil. Se concluye por la responsabilidad objetiva de los influenciadores, porque ellos están en ventaja cuando comparados a los consumidores y actúan efectivamente por intermedio de la indicación de productos y servicios, de modo a impactar la vida de sus seguidores, moldar comportamientos y motivar escojas de consumo.A publicidade no Brasil é regulada tanto no âmbito estatal quanto no âmbito privado, com a finalidade de inibir a publicidade ilícita, que pode se apresentar de forma abusiva e/ou enganosa, garantindo, assim, os direitos dos consumidores. A publicidade, além de informar, utiliza-se de armas para alterar o comportamento de compra, atraindo os consumidores à aquisição de produtos e serviços. Com o avanço da tecnologia e das facilidades que a Internet pode oferecer, vive-se, atualmente, em uma sociedade de exposição, onde cada vez mais os indivíduos compartilham seus interesses e opiniões, sendo que, a partir daí surge a figura do influenciador digital, um indivíduo formador de opinião digital, capaz de modificar comportamentos, e até mesmo, a mentalidade de seus seguidores. Assim, as empresas de olho nessa nova forma de interação entre as pessoas recorrem aos influenciadores digitais, a fim de angariar clientes e obter lucro, ampliando, assim, as partes integrantes da cadeia de consumo. Nesse contexto, inquire-se, aqui, sobre a possibilidade de responsabilização civil dos influenciadores digitais em razão de indicação de produtos e serviços.Universidade Cesumar - UniCesumar2019-04-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPesquisa Científicaapplication/pdfhttps://periodicos.unicesumar.edu.br/index.php/revjuridica/article/view/649310.17765/2176-9184.2019v19n1p65-87Revista Jurídica Cesumar - Mestrado; v. 19 n. 1 (2019): jan./abr.; 65-872176-91841677-6402reponame:Revista Jurídica Cesumar - Mestrado (Online)instname:Centro Universitário de Maringá (UNICESUMAR)instacron:UNICESUporhttps://periodicos.unicesumar.edu.br/index.php/revjuridica/article/view/6493/3396Copyright (c) 2019 Revista Jurídica Cesumar - Mestradoinfo:eu-repo/semantics/openAccessGasparotto, Ana Paula GilioFreitas, Cinthia Obladen de AlmendraEfing, Antônio Carlos2019-07-19T19:58:30Zoai:ojs.pkp.sfu.ca:article/6493Revistahttp://periodicos.unicesumar.edu.br/index.php/revjuridicaPRIhttp://periodicos.unicesumar.edu.br/index.php/revjuridica/oai||naep@unicesumar.edu.br2176-91841677-6402opendoar:2019-07-19T19:58:30Revista Jurídica Cesumar - Mestrado (Online) - Centro Universitário de Maringá (UNICESUMAR)false
dc.title.none.fl_str_mv Civil responsibility of digital influence makers
Responsabilidad civil de los influenciadores digitales
Responsabilidade civil dos influenciadores digitais
title Civil responsibility of digital influence makers
spellingShingle Civil responsibility of digital influence makers
Gasparotto, Ana Paula Gilio
Digital influence makers
New Technologies
civil responsibility
Consumers´ Law Code.
Influenciadores digitales
Nuevas tecnologías
Responsabilidad civil
Código de Defensa del Consumidor.
Influenciadores Digitais
Novas Tecnologias
Responsabilidade Civil
Código de Defesa do Consumidor
title_short Civil responsibility of digital influence makers
title_full Civil responsibility of digital influence makers
title_fullStr Civil responsibility of digital influence makers
title_full_unstemmed Civil responsibility of digital influence makers
title_sort Civil responsibility of digital influence makers
author Gasparotto, Ana Paula Gilio
author_facet Gasparotto, Ana Paula Gilio
Freitas, Cinthia Obladen de Almendra
Efing, Antônio Carlos
author_role author
author2 Freitas, Cinthia Obladen de Almendra
Efing, Antônio Carlos
author2_role author
author
dc.contributor.author.fl_str_mv Gasparotto, Ana Paula Gilio
Freitas, Cinthia Obladen de Almendra
Efing, Antônio Carlos
dc.subject.por.fl_str_mv Digital influence makers
New Technologies
civil responsibility
Consumers´ Law Code.
Influenciadores digitales
Nuevas tecnologías
Responsabilidad civil
Código de Defensa del Consumidor.
Influenciadores Digitais
Novas Tecnologias
Responsabilidade Civil
Código de Defesa do Consumidor
topic Digital influence makers
New Technologies
civil responsibility
Consumers´ Law Code.
Influenciadores digitales
Nuevas tecnologías
Responsabilidad civil
Código de Defensa del Consumidor.
Influenciadores Digitais
Novas Tecnologias
Responsabilidade Civil
Código de Defesa do Consumidor
description Publicity in Brazil is governed by state and private laws to inhibit illicit propaganda that may be abusive and/or tricky. Consequently, consumers´ rights are guaranteed. Due to technology and the means that the Internet provides, we live in an exposed society in which people share interests and opinions. The influence maker is thus born, or rather, persons who inform digital opinion may modify the behavior of their followers. Current paper, based on the logical and deductive method, evaluates the civil responsibility of digital influence makers with regard to the indications of products and services within the context of consumers´ vulnerability. Publicity and its regulations in Brazil are discussed within the context of accountability of influence makers. Results show that influence makers have an objective accountability due to their advantage when compared to consumers. They affect the sale of goods and services to impact their followers´ life, fabricate behavior and motivate choices.
publishDate 2019
dc.date.none.fl_str_mv 2019-04-09
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Pesquisa Científica
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.unicesumar.edu.br/index.php/revjuridica/article/view/6493
10.17765/2176-9184.2019v19n1p65-87
url https://periodicos.unicesumar.edu.br/index.php/revjuridica/article/view/6493
identifier_str_mv 10.17765/2176-9184.2019v19n1p65-87
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.unicesumar.edu.br/index.php/revjuridica/article/view/6493/3396
dc.rights.driver.fl_str_mv Copyright (c) 2019 Revista Jurídica Cesumar - Mestrado
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Revista Jurídica Cesumar - Mestrado
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Cesumar - UniCesumar
publisher.none.fl_str_mv Universidade Cesumar - UniCesumar
dc.source.none.fl_str_mv Revista Jurídica Cesumar - Mestrado; v. 19 n. 1 (2019): jan./abr.; 65-87
2176-9184
1677-6402
reponame:Revista Jurídica Cesumar - Mestrado (Online)
instname:Centro Universitário de Maringá (UNICESUMAR)
instacron:UNICESU
instname_str Centro Universitário de Maringá (UNICESUMAR)
instacron_str UNICESU
institution UNICESU
reponame_str Revista Jurídica Cesumar - Mestrado (Online)
collection Revista Jurídica Cesumar - Mestrado (Online)
repository.name.fl_str_mv Revista Jurídica Cesumar - Mestrado (Online) - Centro Universitário de Maringá (UNICESUMAR)
repository.mail.fl_str_mv ||naep@unicesumar.edu.br
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