RESPONSIBILITY OF DIGITAL INFLUENCERS IN THE BRAZILIAN LEGAL SYSTEM

Abstract

This paper analyzes the civil liability of digital influencers in the Brazilian legal system, focusing on how the law should respond to damages caused by misleading advertising on social media. Given the lack of specific legislation, the study seeks to understand how the principles of the Civil Code and the Consumer Protection Code apply to these cases. Using a qualitative and descriptive methodology, grounded in documentary and bibliographical research, the general objective of this paper is to examine the liability of these agents, and its specific objectives are to identify the applicable legal framework and the ethical limits of their actions.  This justification is given by the need for consumer protection and the relevance of discussing legal updates in light of the new dynamics of digital communication and consumption.