VEILED ADVERTISING ON SOCIAL NETWORKS AND BLOGS Gabrielle Pilatti Gatto Cesário, Danilo de Oliveira

Abstract

Advertising is a means of communication and commercial dissemination for society. As it has evolved over the years, it has become unbridled and, when normative principles are not respected, it becomes illegal. Consumers must notice advertising as soon as they see it, otherwise it will be considered illegal, in violation of article 36 of the Consumer Protection Code. When the content is not informed that it was sponsored, the advertising is veiled. In an analysis of blogs and social networks, veiled advertising is frequently used, especially by celebrities, who post on their profiles that they use the product, informing that it is of good quality and that it would be a good purchase. However, they were hired to pass on this information and not to warn that it is advertising. Therefore, veiled advertising is harmful to consumers, since they purchase products based on “tips” from celebrities. Therefore, advertising must be controlled so that consumer rights are respected.