O marketing digital e a proteção do consumidor

• Ano de defesa: 2009
• Autor(a) principal: Santos, Fabíola Meira de Almeida
• Orientador(a): Federighi, Suzana Maria Pimenta Catta Preta
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Direito
• Departamento: Faculdade de Direito
• País: BR
• Palavras-chave em Português: Marketing digital; Direito do consumidor; Direito à privacidade; Banco de dados; Práticas comerciais abusivas; Consumidores > Brasil > Banco de dados; Defesa do consumidor > Leis e legislacao > Brasil; Marketing na internet; Publicidade na internet
• Palavras-chave em Inglês: Digital marketing; Consumer law; Right of privacy; Consumer database; Deceptive commercial practices
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO
• Link de acesso: https://tede2.pucsp.br/handle/handle/8538

The purpose of this study is to investigate digital marketing and consumer protection. It seeks to scrutinize recent digital marketing techniques and respective consequences towards consumer relations. In order to address the issue, the study firstly draws the profile of consumer society and technological development verified in the last few years, which is necessary to understand the reasoning for alterations in consumers behavior and of the techniques adopted by suppliers to place its products and services in the market. Through the analysis of consumer market, the study then scrutinizes Brazilian Consumer Protection Code, a statutory Law full of principles, as a public order Law, specially the provisions of article 4 of Law No. 8078/90, that is, those pertaining to Brazilian policy of consumer relations, to the other principles that might be gathered from the Code and, within this context, the principles relating to advertisement, marketing and commercial practices. Another approach refers to marketing development, its main characteristics and brief considerations regarding the relation between advertisement and semiotics, through the study of marketing in the digital age and of current online advertisement techniques. This background allows the analysis of main issues deriving from digital marketing techniques, when they are undertook without observation to Consumer Protection Code, such as: creation of consumer databases, products customization and building up of consumer profiles by means of violating consumers privacy as a result of the nonstopping seek of sensitive information, besides unfair competition. The results of the research indicate that such practices should be deemed as deceptive commercial practices by virtue of the increasing unreasonable advantages demanded by suppliers of digital age, and presents suggestions and legislative bills that aim to avoid aggravation of consumers vulnerability and protect its privacy