A publicidade infantil nos canais de youtubers mirins e a violação dos direitos da criança: análise do canal Maria Clara e JP

Abstract

With the spread of digital media and the emergence of YouTube, companies found a new way to advertise their products and services to children, making use of the popularity of younger YouTubers. As they are individuals in the development stage, the Brazilian legal system has adopted a system of special protection for children and adolescents, based on the Doctrine of Integral Protection, radiating its effects to all areas of Law. In the context of consumer relations, children are considered hypervulnerable and, therefore, are entitled to protection against attacks by the consumer market and child advertising. In view of this, this research seeks to answer the following problem: does advertising on youth YouTuber channels violate children's rights as viewers? Therefore, the method adopted was the deductive and the research was developed from a qualitative approach of exploratory nature, which used bibliographical and documentary research, to understand the concepts that permeate the subject of the work, and research empirical, in which the field of analysis was the channel of young YouTubers Maria Clara and JP. For the treatment of the collected data, the technique of content analysis was used. Finally, it was concluded that the YouTubers channel has advertising and that it is child advertising, thus violating the rights of the child viewer.