The study addresses the civil liability of digital influencers for the products and services promoted on social media, focusing on the possibility of holding these agents accountable for damages caused to consumers. The research’s main objective is to provide a doctrinal and case-based analysis of the influencers’ role in digital media to understand their legal limits and obligations arising from product and service promotion. A bibliographical, qualitative methodology was applied, using the deductive method through doctrinal texts, court decisions, and academic articles discussing the topic. The results revealed the need for clearer regulation concerning the civil liability of influencers, particularly regarding misleading or abusive advertising. The study concludes that the activity of digital influencers must be based on transparency and compliance with consumer protection laws, and that more detailed guidelines for digital marketing are needed. Furthermore, the research shows that Brazilian courts have begun to deal with lawsuits involving influencers, with a tendency to hold both influencers and sponsoring companies jointly liable for the damages caused. This study contributes to a better understanding of the legal complexities surrounding the role of digital influencers and reinforces the importance of ethical and responsible conduct in the digital environment.