THE POWER OF INFLUENCE AND THE DANGERS OF PROMOTING ONLINE GAMBLING

Abstract

This study aims to analyze the legal aspects and impacts of the promotion of online gambling by digital influencers, from the perspective of Consumer Law and related legislation in the digital environment. It begins with the conceptualization of the consumer relationship and its transformation in the face of new technological dynamics, especially in the context of digital platforms, where electronic contracts are signed in a dematerialized and highly persuasive manner, and the role of the digital influencer as a supplier by equivalence, examining their objective liability in the face of misleading or abusive advertising. Methodologically, the research is guided by the dogmatic-legal method developed through a bibliographic review of an exploratory and descriptive nature. It concludes that the actions of influencers in promoting online gambling require joint, ethical, and regulatory responsibility, in order to guarantee transparency, good faith, and protection of the digital consumer against the increased risks of targeted advertising and emotional consumption practices in the electronic environment.