Limites legais da publicidade infantil no Direito Brasileiro Contemporâneo.

Abstract

The theme infantile publicity has been a recurrent matter in foruns and debates realized by professionals in the communication area all over Brazil,thus becoming a complex theme even to the marketing and publicity professionals. With all the technological evolution, the proliferation of the means of communication has spread to the children’s audience,which has been submitted to a huge amount of publicity that has turned children their main target. It is noticeable however that when it comes to this specific public publicity is selective and seductive in order to attract adepts to the exposed good stimulating children’s consume, since children and teenagers don’t have yet racionalization to understand in a critical way how far publicity can go to influence them. It is believed that in spite of the advance in Brazilian literature about protection to children and adolescents, the regulation system to infantile publicity is still weak.