LIMITS OF ADVERTISING TO CHILDREN IN CONSUMER RELATIONS

Abstract

Advertising in general is increasingly pushing the boundaries of society and using a wide range of possibilities and actors to attract consumers. In view of this, many advertising campaigns are launched through the media, and among them, one that is constantly evolving is advertising to children, a fact that must be analyzed in detail, considering the vulnerability of children. Therefore, the Law has a fundamental role in preserving and guaranteeing children's rights against advertising abuse. In this context, this article aims to identify the subjects of the consumer relationship and verify civil liability for advertising aimed at children. Furthermore, bibliographic research was used as a methodology, highlighting that searches were carried out on digital platforms such as Google Scholar, Scielo, Capes, electronic journals in the legal field and digital libraries. The materials collected were articles, monographs and digital books, and a qualitative approach was applied in the analysis of the selected documents. The results show that although advertising aimed at children is not prohibited by Brazilian law, actions that contravene current legislation are still commonplace. In other words, some companies use methods that contravene current legislation and techniques that aim to awaken the public's desire to buy. Therefore, greater oversight is necessary, due to the vulnerability of children.