A responsabilidade civil do influenciador digital pela divulgação de produtos e serviços de terceiros para autopromoção

The article examines the role of digital influencers in influencer marketing, which has expanded due to the technological and informational revolution. With the growing importance of these actors in the hyperconnected digital market, questions have arisen about their accountability, especially in cases of misleading or abusive advertising. Although the activity of influencers is not regulated, they must comply with the provisions of the CDC (Brazilian consumer law) related to advertising practices, thus aligning them with contracting suppliers. The study also addresses the practice of promoting third-party brands for self-promotion without a formal advertising contract. It argues that, even in such cases, consumer law should apply, with liability being objective. This is considered the best way to protect consumers, whose vulnerability is heightened by the persuasive influence of these professionals.