Vulnerabilidade de crianças e adolescentes nas mídias digitais: desafios legais e eficácia das medidas de proteção em face da publicidade e consumo infantil.

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.