THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR: CIVIL LIABILITY OF DIGITAL INFLUENCERS IN THE FACE OF THE BRAZILIAN LEGAL SYSTEM

Abstract

This article addresses the relationship between consumption, consumer rights and the civil liability of influencers on social media, with an emphasis on legal standards. The study is based on the liability of influencers when promoting products and services, considering possible misleading practices that may harm consumers. This study is based on bibliographic research, which involved the analysis of books, scientific articles and legal doctrines relevant to civil liability, Consumer Law and Digital Law. The application of the CDC is essential to ensure transparency and good practices in commercial relations, protecting consumers against abuse. The LGPD and the internet civil framework also play a crucial role, regulating the rights and obligations of internet users and providers on social networks, seeking to prevent abusive practices and misinformation. The article highlights the need for a clear and effective legal approach to guarantee the protection of consumer rights and the liability of influencers on social media, contributing to a more ethical and safe digital environment.