Influencers

: estatuto jurídico e desafios à sua regulação: a atividade publicitária na internet

Abstract

With Web 2.0, the first social networks appear and what was initially a new form of communication and online sharing between users, quickly evolved to become a stage for advertising products or services. On digital platforms, influencers are the main actors who, in exchange for remuneration, arouse needs, shape their followers’ buying decisions or help them make them. As this is a new profession, the purpose of this paper is to answer whether the advertising activity conducted by influencers is or is not covered by the existing regulations in the field of advertising or whether they are insufficient. To this end, we analyse national and european legislation on this matter, also resorting to national, european and international self-regulation and the decisions of their responsible entities, which in the Portuguese level are scarce, in fact, there is only one decision. It is concluded that there is a framework within the existing legislation, and influencers are subject to all the principles of publicity and the consequences of their violation.

Date of Award	10 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Sousa e Silva (Supervisor)