THE CIVIL LIABILITY OF DIGITAL INFLUENCERS IN THE CONSUMER’S VITAL CONSENT

Abstract

This article addresses the civil liability of digital influencers in consumer decisions, focusing on insurance in the formation of consumer consent, especially regarding liability in consumer relations. With the advancement of digital platforms — especially social networks —, influencers have become central figures in the exponential growth of advertising, acting as a link between brands and consumers. However, the omission of relevant information and the lack of transparency in advertising disclosures can lead to the formation of an addicted consent by the consumer. The study, developed through the deductive method, analyzes the application of the rules provided for in the Brazilian legal system, with emphasis on the Consumer Defense Code (CDC) and the Civil Code, in order to verify the possibility of holding influencers civilly liable for abusive or illicit conduct in the promotion of products and services. Although digital influencers play an important role in the dynamics of the digital economy, it is essential to ensure consumer protection, as well as compliance with the principles of transparency and ethics in digital marketing.