ASPECTOS JURÍDICOS DO MARKETING DE INFLUÊNCIA: AS IMPLICAÇÕES LEGAIS DO MARKETING FEITO POR INFLUENCIADORES DIGITAIS.

This article examines the legal aspects of influencer marketing, focusing on influencers’ liability in promoting products and services. It addresses misleading advertising, lack of content labeling, civil and criminal responsibility, and self-regulation through institutions like CONAR. Based on case studies, the research concludes that influencers can be objectively held liable, reinforcing the need for specific regulation in the digital marketing field.