ASPECTOS ACERCA DA HIPERVULNERABILIDADE DA CRIANÇA E DO ADOLESCENTE FRENTE À PUBLICIDADE INVISÍVEL

Abstract

This paper aims to analyze children and adolescents as hypervulnerable consumers, particularly in relation to their increased susceptibility to influence through invisible advertising. The research was conducted through bibliographic and legislative analysis, based on the Consumer Protection Code, the Statute of the Child and Adolescent, and the National Council for the Rights of Children and Adolescents. The relevance of the topic lies in the complexity of these strategies, as, despite the existence of regulations governing children’s advertising and special protection under the Statute of the Child and Adolescent (ECA), there are still gaps that allow for such marketing. Furthermore, the study highlights the physical and mental health consequences, as well as potential social harm, caused by exposure to this abusive practice. It underscores the need for updates to existing regulations and concludes that the protection of hypervulnerable consumers must be continuously improved and monitored with the support of the State, family, and society.