A RESPONSABILIDADE CIVIL DO AGENTE DE INFLUÊNCIA DIGITAL (DIGITAL INFLUENCER) E A PROTEÇÃO DO CONSUMIDOR: UMA ANÁLISE JURÍDICA COM BASE NO PRINCÍPIO DA VULNERABILIDADE DO CONSUMIDOR.

Abstract

The present research aims to investigate the role of digital influencers in the contemporary era, particularly in the realm of marketing and their influence on consumers. The analysis of the literature and the conclusions presented highlight the significant impact of digital influencers in promoting and recommending products and services, establishing them as key partners for companies. It becomes evident that digital influencers play an increasingly vital role in the consumer landscape, guiding consumer behaviors and decisions. However, this influence comes with its responsibilities. Consumer protection and the promotion of transparent and ethical advertising practices on social media are imperative. Thus, the possibility of holding digital influencers accountable for damages resulting from their guidance and product/service recommendations becomes a relevant point of discussion. Holding digital influencers accountable should be considered objectively, aligned with the principles of the Consumer Protection Code, which include good faith and solidarity. However, it is crucial for the judicial system to consider a restorative, educational, and punitive approach when evaluating cases involving digital influencers. Additionally, regulation and supervision of online activities are essential to ensure integrity and trust in interactions between influencers, consumers, and companies. In the contemporary digital era, the dynamics between digital influencers and their target audience transcend the boundaries of traditional commerce. Both play complementary roles, working together to create a more responsible, influential, and conscious digital ecosystem. However, it is essential to find a balance between freedom of expression and consumer protection, promoting an online environment that benefits all parties involved.