DIGITAL INFLUENCERS AND THEIR CIVIL LIABILITY: AN ANALYSIS OF THE SERVICES AND PRODUCTS ADVERTISED ON THEIR SOCIAL NETWORKS

Abstract

This article aims to investigate the following dynamics: social networks have been a great instrument used by digital influencers to promote the spread of information that can lead followers to suffer moral and material damage. In this sense, it is important to know to what extent influencers can be held responsible. The objective of the analysis of the proposed theme is to understand the civil liability of digital influencers in the exercise of their activity on their social networks for the products and services advertised. From this analysis, we seek to know the historical context and the emergence of influencers; analyze in the light of the legislation the foundations of the civil liability of influencers. In addition, the study intends to understand the concepts of civil liability and its application in the activity of digital influencers. Thus, the work is structured as follows: brief history of digital influencers; how digital influencers came about; concept of civil liability; civil liability of digital influencers and objective and subjective liability.