OS LIMITES DO PODER DIRETIVO DO EMPREGADOR FRENTE OS DIREITOS A IMAGEM E PROTEÇÃO DE DADOS DO EMPREGADO

This study aims to analyze the limits of the employer's directive power in using employees' images for viral videos on social media, considering the fundamental rights to image and data protection. With the growing use of social media as a marketing tool, many companies have started using their employees' images in advertising campaigns, raising important legal and ethical issues. The paper explores the applicability of the General Data Protection Law (LGPD) and personality rights, investigating the role of free and informed consent in the use of these images. The research, qualitative and bibliographic in nature, is based on a doctrinal and legislative analysis, as well as examining jurisprudential decisions regarding the misuse of workers' images. The study concludes that, despite the employee's consent, the use of their image must respect the principles of human dignity, avoiding embarrassment and violations of personal rights.