PUBLICIDADE INFANTIL E YOUTUBERS MIRINS: UMA ANÁLISE DA PROTEÇÃO DOS DIREITOS DO CONSUMIDOR CRIANÇA E ADOLESCENTE NO AMBIENTE DIGITAL

Abstract

Advertising is an important instrument of mass society that aims to influence consumers to purchase consumer goods. Recognizing the hypervulnerability of child and adolescent consumers, advertising to children is subject to stricter control, considering that several scattered normative instruments, in force in the national legal system, impose the protection and absolute priority of the rights of children and adolescents. With the advent of the information society, advertising began to find a new space for marketing communication in the digital environment. Among the digital platforms, YouTube stands out, a video sharing site where children and teenagers, called young YouTubers, can make videos of their own available. There is marketing communication in the videos of young YouTubers through integrated advertising. The present work aims to analyze the abusiveness and deceitfulness of integrated advertising on YouTube, considering the instruments for protecting the rights of children and adolescents. It appears that advertising integrated into videos by young YouTubers through unboxing, review and product placement practices is generally hidden and dissimulated, taking advantage of the lack of experience and naivety of younger consumers and their hypervulnerability. The present work used the bibliographical research technique, identifying the most relevant doctrinal positions on children's advertising and the vulnerability of children in the consumer market, as well as normative provisions in sparse legislation and international guidelines for the protection of children in the digital environment, aiming to achieve the specific objectives proposed and final considerations on the object studied.