THE CIVIL LIABILITY OF INFLUENCERS: NA ANALYSIS FROM CONSUMER LAW

Abstract

The so-called "Digital Age" has brought about new channels and tools for the marketing of products and services, reaching an audience like never before. Within this context, Digital Influencers have emerged, individuals who actively participate in brand advertising, promoting them to potential consumers with the aim of increasing sales. This paper proposes a discussion on the possible civil liability of these influencers in light of the Consumer Code, especially in cases where the promoted products cause or may cause some type of harm or discomfort to the consumers who acquire them through these disclosures. To do so, theories related to the consumption chain are explored,arguing about the feasibility of including these professionals in the concept of equivalent suppliers.