Civil liability of profile holders on social network for harmful advertising

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Published: Sep 20, 2021
DOI: https://doi.org/10.37963/iberc.v4i3.187
Keywords:
civil liability, digital law, advertising, social networks, consumer

Main Article Content

Fabio Jun Capucho
Escola Superior da Magistratura de Mato Grosso do Sul
https://orcid.org/0000-0002-0659-6170

Abstract

The evolution of advertising strategies, especially in the virtual environment, imposed a review of consolidated understandings around civil liability for illicit advertising. The teleological and systematic analysis of the Brazilian Consumer Defense Code led to the conclusion that there would be no gap and the responsibility could be jointly and severally attributed to all advertising agents, including the celebrity or digital influencer, which places the Brazilian legislation in the same level of Portuguese legislation.

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How to Cite
CAPUCHO, Fabio Jun. Civil liability of profile holders on social network for harmful advertising. Revista IBERC, Belo Horizonte, v. 4, n. 3, p. 1–20, 2021. DOI: 10.37963/iberc.v4i3.187. Disponível em: https://revista.iberc.org.br/iberc/article/view/187. Acesso em: 12 may. 2026.
Issue
Vol. 4 No. 3 (2021): Revista IBERC
Section
National Doctrine
Author Biography

Fabio Jun Capucho, Escola Superior da Magistratura de Mato Grosso do Sul

Doutor e Mestre em Direito Civil pela Faculdade de Direito da Universidade de São Paulo. É professor da Escola Superior da Magistratura de Mato Grosso do Sul. Associado ao Instituto de Direito Privado. Membro da Academia de Direito Processual de Mato Grosso do Sul. Associado ao Instituto Brasileiro de Estudos de Responsabilidade Civil.