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O presente trabalho aborda a figura da publicidade enganosa. Focando a atenção no seu regime jurídico, quer a nível comunitário, quer a nível nacional, procurar-se-á perceber se este tratamento é ou não apto a proteger os interesses dos consumidores, a parte mais fraca da relação contratual. No sentido de alcançar o desiderato supra referido analisar-se-ão os requisitos necessários para se qualificar uma mensagem publicitária como enganosa, assim como as consequências legais em que incorrem as empresas infratoras. Estudar-se-á com especial acuidade o ilícito contraordenacional expressamente consagrado no Código da Publicidade para fazer face, como veremos, ao ilícito mais frequente no âmbito da publicidade – o ilícito da publicidade enganosa.
The present paper approaches the figure of misleading publicity. It focuses attention on its legal statute, both at communitarian level and at national level, and above all we will strive to understand whether or not its treatment is able to protect the interests of the consumers, the weaker part of the contractual relation. To achieve that the before mentioned goal, we will analyze the necessary requirements to qualify an advertising message as misleading as well as the legal consequences to the infringing companies. We will study with particular accuracy the administrative sanctions expressly set by the Code of Advertising to tackle, as we will see, that which is the most common offense in advertising – the offense of misleading advertising.
The present paper approaches the figure of misleading publicity. It focuses attention on its legal statute, both at communitarian level and at national level, and above all we will strive to understand whether or not its treatment is able to protect the interests of the consumers, the weaker part of the contractual relation. To achieve that the before mentioned goal, we will analyze the necessary requirements to qualify an advertising message as misleading as well as the legal consequences to the infringing companies. We will study with particular accuracy the administrative sanctions expressly set by the Code of Advertising to tackle, as we will see, that which is the most common offense in advertising – the offense of misleading advertising.
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Publicidade enganosa Consumidores Ilícito contraordenacional Misleading advertising Consumers Administrative offenses