DIGITAL INFLUENCERS: AN ANALYSIS OF THEIR RESPONSIBILITY UNDER THE CONSUMER PROTECTION CODE

Abstract

In contemporary times, the internet plays a strong role in transactions, allowing immediate communication, with social media prominent in this dynamic, especially Instagram and Facebook, which have become mechanisms of intense advertising, given that, inserted in this media environment, there is the digital influencer, understood as someone who openly shares their life on digital media, eventually accumulating significant numbers of followers. Starting from this point, and in light of what the Consumer Protection Code (CDC) provides, the question arises: how is the digital influencer's civil liability and what liability, objective or subjective? In view of this, in order to resolve this question, specific objectives were outlined: understanding how the weight of advertising works, through digital influencers, in consumer society; analyze how the responsibility of the digital influencer is given with support from the CDC; and finally, verify through doctrinal positions and jurisprudence whether the influencer's responsibility would be objective or subjective. This work will be prepared through bibliographical research, consisting of articles, books, theses, news reports and magazines. In relation to its objectives, the research was based on analysis based on bibliographical surveys. Regarding technical procedures, the method adopted was bibliographical research that seeks to solve problems based on already finished material.