New technologies in advertising

Abstract

It is undeniable that the development of the Internet environment has provided a solid foundation for technological expansion in various sectors of society. In addition to this, the ability of new technologies to threaten long-established fundamental rights is becoming increasingly evident, without the legal system being able to offer protection at the same speed as the violations, in most cases. In this perspective, the following problem arises: considering the technological innovations noted in contemporary times and in light of the conflict between free market driven by advertising and fundamental rights of people connected to the Internet, how is it possible to promote a high level of protection for people, in order to ensure that they are not harmed by the consumption harassment practiced by advertising? based on the problem presented, the text seeks to highlight how advertising takes advantage of new technologies, often becoming a bothersome and consequently, abusive practice, being perceived as tort. The research will use the deductive approach method, investigating the development of advertising techniques to highlight the technology problem on the law, especially emphasizing the essential need to concretize fundamental rights.