CIVIL LIABILITY OF DIGITAL INFLUENCERS IN GAMBLING: ADVERTISING IN BRAZIL

Abstract

Advertising by digital influencers has a significant impact on consumer behavior, especially in the gambling sector. The popularization of these practices occurred largely due to the massive promotion made by these content creators, who often promise quick and easy profits. However, many consumers, the vast majority of whom are economically vulnerable, end up being led to believe these promises without considering the risks involved. The lack of specific regulation on advertising in this sector has allowed such practices to proliferate without transparency, resulting in financial and psychological harm to consumers. This article analyzes the civil liability of influencers in the promotion of gambling, highlighting the need for regulation to ensure greater consumer protection. The research, based on a bibliographic review and documentary research as its methodological basis, demonstrates how the lack of clear standards contributes to the dissemination of misleading advertising. It is concluded that the creation of specific guidelines for digital advertising is essential to curb abuse and ensure a safer environment.