Limites da publicidade frente à vulnerabilidade do consumidor

Abstract

The advertising is characterized for being an effective means of disseminating products and business services, but it must observe the limits imposed by law, in order to respects the consumer, who holds a position of vulnerability in front of the supplier-advertiser. The objective of this work is annalising wich limits the advertising activity so that the announcements do not become dangerous for the consumer, when in fact it should enable the knowledge of what is being offered. Such objective will be achived through bibliographic and exploratory research, seeking to familiarization with the topic of misleading and abusive advertising in the face of consumer vulnerability; documental analysis, using the relevant law and jurisprudence; besides the analysis of practical cases aimed at the accountability of the advertiser when the limits of the law are not respected. It is pure research, with the purpose of increasing the knowledge about advertising and its limits, through a qualitative and deductive approach to achieve such ends, in addition to descriptive, describing the important concepts of advertising ans its limits in front of the consumer vulnerability. It is of the utmost importance that the advertising boundaries be disseminated since a large number of consumers are unaware of their rights and the possibility of liability of those responsible for damages arising from undue publicity. Thus, it is possible that the rights are defended against numerous offenses suffered every day, whether through awareness campaigns about consumption and cosumer rights, either through compulsory curricular disciplines from pre-primary education, with the same purpose.