Geração Youtube: uma análise da publicidade abusiva em canais infantis frente ao consumo de produtos por crianças

Abstract

We live in a globalized world where the internet has become a very important tool when it comes to accessing information quickly and practically. Such technological development enabled the emergence of mechanisms such as Youtube, which is very prominent in society. Thus, this study was based on the analysis of abusive advertisements made on Youtube, through children's channels that encourage the consumption of products by children, who due to the ease of internet access - as a means of fun and entertainment - have been at the mercy of companies that use this platform to offer their products. Therefore, the method used was deductive, through a descriptive research and the technical procedure adopted was the bibliographic research. At first, two fundamental principles were presented, with regard to guaranteeing the rights of the child, namely the principle of integral protection and absolute priority, also addressing the importance of the Estatuto da Criança e do Adolescente (ECA), which provides of all guarantees that are essential to the lives of children. In addition, it was relevant to address the system of protection of the fundamental rights of children internationally, which has valuable documents such as the Geneva Declaration, the Declaration of the Rights of the Children and the International Convention on the Rights of the Children. Subsequently, we analyzed how abusive advertising develops in the child context, discussing the principles of consumer protection and reporting the growth of Youtube, as well as the advertising made on this platform, having as its main example the practice of unboxing. Finally, the legal aspects of the regulation of child advertising in Brazil were addressed, highlighting the importance of Conselho de Autorregulamentação Publicitária (CONAR) and the Conselho Nacional dos Direitos da Criança e do Adolescente (CONANDA), as well as bills that are helping to regulate advertising within this new technological perspective. In this regard, the need for the creation of a specific regulation regarding the advertising messages developed on Youtube is essential, in order to obey the principles of absolute priority and integral protection, avoiding any injury or discrimination that harms these developing individuals, thus promoting essential rights and guarantees to the children provided for in the ECA.