Responsabilidade solidária do influenciador digital na cadeia de fornecimento e a função punitivo-preventiva da responsabilidade civil

Abstract

ABSTRACT This article analyzes the civil liability of digital influencers for unlawful advertising on social media, especially when their conduct contributes to consumer decision-making. The study examines the influencer’s role in the supply chain, the possibility of objective and joint liability, and the punitive-preventive function of civil liability in mass advertising practices. It uses bibliographic, documentary, and case law research, with analysis of nationally relevant cases involving digital products, aesthetic products, online betting, demonstration accounts, and digital raffles. It concludes that influencers who professionally promote products or services cannot be treated as neutral agents and may be held liable when they contribute to misleading advertising. It also concludes that the punitive-preventive function may serve as an instrument of deterrence, correction of unlawful conduct, and collective consumer protection. Keywords: digital influencer; misleading advertising; joint liability; supply chain; punitive-preventive function.