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Com a Web 2.0 surgem as primeiras redes sociais e o que inicialmente era uma nova forma de comunicação e partilha online entre os utilizadores, rapidamente evoluiu passando a ser palco para a publicitação de produtos ou serviços. Nas plataformas digitais, os influencers são os intervenientes principais que, em troca de uma remuneração, despertam necessidades, moldam as decisões de compra dos seus seguidores ou ajudam a tomá-las. Sendo esta uma nova profissão, o propósito deste trabalho é responder se a atividade publicitária realizada pelos influencers está ou não abrangida pelo normativo existente no âmbito da publicidade ou se este se mostra insuficiente. Para tal analisamos a legislação nacional e europeia nesta matéria, recorrendo-se também à autorregulação nacional, europeia e internacional e às decisões das suas entidades responsáveis, que no plano português são escassas, havendo uma única decisão. Conclui-se que há enquadramento no quadro normativo existente, estando os influencers sujeitos a todos os princípios de publicidade e às consequências da sua violação.
With Web 2.0, the first social networks appear and what was initially a new form of communication and online sharing between users, quickly evolved to become a stage for advertising products or services. On digital platforms, influencers are the main actors who, in exchange for remuneration, arouse needs, shape their followers’ buying decisions or help them make them. As this is a new profession, the purpose of this paper is to answer whether the advertising activity conducted by influencers is or is not covered by the existing regulations in the field of advertising or whether they are insufficient. To this end, we analyse national and european legislation on this matter, also resorting to national, european and international self-regulation and the decisions of their responsible entities, which in the Portuguese level are scarce, in fact, there is only one decision. It is concluded that there is a framework within the existing legislation, and influencers are subject to all the principles of publicity and the consequences of their violation.
With Web 2.0, the first social networks appear and what was initially a new form of communication and online sharing between users, quickly evolved to become a stage for advertising products or services. On digital platforms, influencers are the main actors who, in exchange for remuneration, arouse needs, shape their followers’ buying decisions or help them make them. As this is a new profession, the purpose of this paper is to answer whether the advertising activity conducted by influencers is or is not covered by the existing regulations in the field of advertising or whether they are insufficient. To this end, we analyse national and european legislation on this matter, also resorting to national, european and international self-regulation and the decisions of their responsible entities, which in the Portuguese level are scarce, in fact, there is only one decision. It is concluded that there is a framework within the existing legislation, and influencers are subject to all the principles of publicity and the consequences of their violation.
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Marketing de influência Publicidade Redes sociais Princípios da publicidade Influencers Influencer marketing Advertising Social networks Advertising principles