Oferta eletrônica e publicidade abusiva nos meios eletrônicos

Abstract

Having as a starting point the advertising in the globalized consumer market, theme that serves as a background for developing this study, and at the same time, reflecting on the profound changes in society, that began in the United Kingdom with the Industrial Revolution during the mid-eighteenth century and culminated in the current globalized consumer society, in which marketing plays a fundamental role, by creating desires and influencing individuals in their consumption choices, we intend to investigate whether the advertisements aired on electronic media obey the rules contained in code of Consumer Rights and in what situations they fall abusive. Regards methodology, the study is oriented by deductivist approach and technique of bibliographic research. As for the structure, the research includes five chapters. The first is devoted to the study of the origin of individual rights and guarantees, the evolution of the citizenship and the constitutional protection of consumer, even regarding relations firmed at the web. The second chapter discusses the rise of diffuse and collective rights as a new category of rights, whose goal is the protection of rights and interests that transcend the individual level because they belong to the community and include the right to health, a healthy environment, quality of life and the publicity which respects the principles sculptured in the Code of Consumer Protection. The third chapter discusses about the integration of the Civil Code and the Consumer Protection Code, standard character principle which constitutes a guideline for consumer protection, and has the nature of micro system, given their interaction with civil law and other legal branches. The consumer market, the offer and the electronic media, the abusive and misleading advertising and its consequences, as well as advertising principles that protect the internet user consumer, will be scrutinized in the fourth chapter. The fifth chapter discusses the phenomenon of online social networks, new ways of advertising to the online environment, without forgetting the abusive ways that comes within this process, justifying the existence of institutional control as CONAR and its rules of advertising self-regulation. Finally, it is safe to say that marketing is a product of mass society and, as such, can become aggressive and violate principles of advertising sculptured at the Consumer Defense Code, in particular when wants to earn money with electronic media for broadcasting advertisement, featuring abusiveness in some cases, either by invading the private sphere of the individual, either present as a veiled advertising