CONSUMER LAW IN THE METAVESE: VIRTUAL CONTRACTS AND LEGAL PROTECTION IN IMMERSIVE ENVIRONMENTS

Abstract

The emergence of the metaverse as an immersive digital environment has significantly transformed consumer relations, requiring a reinterpretation of the rights and obligations established by Brazilian law. In this context, the present article aims to analyze the legal challenges and possibilities of applying the Consumer Protection Code (CDC) to contracts concluded within the metaverse, considering aspects such as digital identity, informed consent, virtual advertising, and civil liability. The lack of specific regulation for this type of environment generates legal uncertainty, especially regarding the validity of virtual contracts, the protection of personal data, and accountability for abusive commercial practices. The research adopts a qualitative approach, based on bibliographic review and case analysis, seeking to understand how consumer law principles can be adapted to new digital dynamics. Furthermore, proposals for regulatory updates and the role of consumer protection agencies are discussed to ensure effective legal protection in the metaverse. The study concludes that, although the CDC provides important foundations for consumer defense, it is necessary to expand the legal debate on virtual contracts and develop specific mechanisms to ensure transparency, fairness, and security in immersive commercial relations. Technological innovation must not override fundamental consumer rights, and the law must evolve responsibly and effectively alongside digital transformation.