Publicidade infantil na internet: a exposição precoce do público infantojuvenil na era digital e a necessidade de um novo tratamento jurídico à luz da legislação brasileira
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Arquivos
Data
2023-06-27
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Hegele, Diogo de Mattos
Orientador
Bublitz, Michelle Dias
Coorientador
Resumo
A era digital proporcionou em favor do mercado publicitário, um grande avanço em relação aos mecanismos de transmissão da publicidade direcionada ao público infantojuvenil na internet. Sendo assim, este trabalho versa sobre a publicidade infantil na internet, bem como os malefícios da exposição precoce do público infantojuvenil e a necessidade de um novo tratamento jurídico à luz da legislação brasileira. Em relação à sua problematização, estende-se ao modelo de controle da publicidade que é aplicado no Brasil e a sua eficácia. Dessa forma, para reprimir publicidades abusivas e enganosas direcionadas para crianças e adolescentes pelo mercado publicitário, existe o modelo de controle estatal, possuindo perícia técnica e extensa massificação de poderes e instrumentos coercitivos. Por outro lado, existe o modelo de controle autorregulamentar, que consiste no domínio interno da publicidade realizado por órgão privado e ligado ao setor publicitário (CONAR), ocorrendo a promoção de códigos de ética ou conduta, dispondo de processo rápido e gratuito para o consumidor. Utiliza-se de revisão bibliográfica, por meio da leitura de livros, artigos científicos, legislação e decisões jurisprudenciais cabíveis ao objeto de estudo proposto. Por meio do método hipotético-dedutivo, denota-se que os dois modelos de controle publicitário não estão sendo eficazes no combate às publicidades abusivas
e enganosas veiculadas nos meios digitais, considerando as ferramentas que são
disponibilizadas pela internet. Outrossim, o tratamento legislativo conferido ao público
infantojuvenil é amplo, obtendo amparo na esfera constitucional (art. 227 da CF) e na esfera infraconstitucional (CDC, ECA, Marco Legal da Primeira Infância, CONANDA e LGPD). Dito isso, para que seja possível criar um novo entendimento jurídico acerca do tema, mostra-se necessário ter uma reformulação no modelo de controle estatal, pois este sistema poderá criar órgãos especializados com poder coercitivo de fiscalização e reprimir publicidades ofensivas ao público infantojuvenil, consequentemente, tais demandas serão levadas para apreciação do Poder Judiciário, em que pese não se encontra uma posição jurisprudencial concreta sobre a matéria. Logo, não se exclui o sistema autorregulamentar, sendo importante para controlar os partícipes do setor publicitário e para assegurar a democracia, contudo, as sanções do CONAR necessitam de alterações para que haja maior efetividade de coibição de publicidades abusivas e enganosas.
The digital era has provided, in favor of the advertising market, a major advance in relation to the mechanisms of transmission of advertising directed to children and youth on the Internet. Thus, this paper discusses children's advertising on the Internet, as well as the harm of early exposure of children and youth and the need for a new legal treatment under Brazilian law. In relation to its problematization, it extends to the model of advertising control that is applied in Brazil and its effectiveness. Thus, to repress abusive and deceptive advertisements directed to children and adolescents by the advertising market, there is the model of state control, possessing technical expertise and extensive powers and coercive instruments. On the other hand, there is the model of self-regulatory control, which consists of the internal control of advertising carried out by a private agency linked to the advertising industry (CONAR), with the promotion of codes of ethics or conduct, and a fast and free process for the consumer. A bibliographic review is used, by means of the reading of books, scientific articles, legislation and jurisprudential decisions applicable to the object of the study proposed. By means of the hypothetical-deductive method, it can be seen that the two models of advertising control are not effective in combating abusive and misleading advertisements in digital media, considering the tools made available by the internet. Furthermore, the legislative treatment given to children and adolescents is broad, being supported in the constitutional sphere (art. 227 of the FC) and in the infra-constitutional sphere (CDC, ECA, Marco Legal da Primeira Infância, CONANDA and LGPD). That said, in order to create a new legal understanding on the subject, it is necessary to reformulate the model of state control, because this system can create specialized agencies with coercive power to supervise and repress offensive advertisements to children and youth, consequently, such demands will be taken to the judiciary, in spite of there is no concrete jurisprudential position on the matter. Therefore, the self-regulatory system is not excluded, being important to control the participants of the advertising industry and to ensure democracy; however, CONAR's sanctions need to be altered in order to be more effective in restraining abusive and misleading advertisements.
The digital era has provided, in favor of the advertising market, a major advance in relation to the mechanisms of transmission of advertising directed to children and youth on the Internet. Thus, this paper discusses children's advertising on the Internet, as well as the harm of early exposure of children and youth and the need for a new legal treatment under Brazilian law. In relation to its problematization, it extends to the model of advertising control that is applied in Brazil and its effectiveness. Thus, to repress abusive and deceptive advertisements directed to children and adolescents by the advertising market, there is the model of state control, possessing technical expertise and extensive powers and coercive instruments. On the other hand, there is the model of self-regulatory control, which consists of the internal control of advertising carried out by a private agency linked to the advertising industry (CONAR), with the promotion of codes of ethics or conduct, and a fast and free process for the consumer. A bibliographic review is used, by means of the reading of books, scientific articles, legislation and jurisprudential decisions applicable to the object of the study proposed. By means of the hypothetical-deductive method, it can be seen that the two models of advertising control are not effective in combating abusive and misleading advertisements in digital media, considering the tools made available by the internet. Furthermore, the legislative treatment given to children and adolescents is broad, being supported in the constitutional sphere (art. 227 of the FC) and in the infra-constitutional sphere (CDC, ECA, Marco Legal da Primeira Infância, CONANDA and LGPD). That said, in order to create a new legal understanding on the subject, it is necessary to reformulate the model of state control, because this system can create specialized agencies with coercive power to supervise and repress offensive advertisements to children and youth, consequently, such demands will be taken to the judiciary, in spite of there is no concrete jurisprudential position on the matter. Therefore, the self-regulatory system is not excluded, being important to control the participants of the advertising industry and to ensure democracy; however, CONAR's sanctions need to be altered in order to be more effective in restraining abusive and misleading advertisements.
Palavras-chave
Evolução, Técnicas publicitárias, Meios digitais, Tratamento jurídico, Controle