SOUSA, M. M.; http://lattes.cnpq.br/1259922958956363; SOUSA, Mariane Macario de.
Abstract:
The present thesis aimed to analyze the current legislation and investigate the vulnerability of
children and adolescents in today's digital media, in order to understand how these aspects
influence the effectiveness of legal protection measures related to advertising and child
consumption. Through an in-depth analysis of national legislation, the study identifies the
main legal guidelines designed to safeguard the rights of these young consumers. The
research traces a timeline of communication from the early days of writing to the digital age,
highlighting the impact of social media and its central role in contemporary consumption.
Furthermore, it investigates the factors and mechanisms that make children vulnerable in the
digital environment, examining marketing strategies targeted at them and the involvement of
digital platforms in this process. The study also emphasizes the prohibition and illegality of
abusive advertising aimed at the child audience, in accordance with the Consumer Protection
Code and related legislation. In the final considerations, the impacts of advertising and child
consumption in digital media are assessed, with the aim of identifying the main risks and
consequences of these practices, as well as the legal implications of accountability. For this, it
uses the dialectical method, which seeks a dynamic and comprehensive interpretation of
reality, and the historical method, which studies the evolution of legislation and the protection
of children over time. The research is also documentary, bibliographic, basic, qualitative and
explanatory. Based on a study of material already published, the research intends to identify
the relations between the legislation, the vulnerability of children and adolescents in digital
media and the effectiveness of legal protection measures. However, the need for continuous
legal and scientific monitoring is emphasized to ensure the effectiveness of protection
measures and strengthen the safety of children in the digital age. The research contributes to
the understanding of the importance of protecting the rights of children and adolescents,
providing support for the proposition of improvements in public policies and legislation
related to advertising and child consumption in digital media, promoting a safer and more
responsible environment for future generations.