Digital advertising and the phenomenon of influencers in chilean law

Abstract

The purpose of this work is to address the figure of influencers as an advertising practice and its link with the advertising contracts that the adviser can be concluded with them, examining their content, limits and consequences of breach of the obligations imposed on the influencer, which can directly impact the latter. The protection of consumer rights and the duty of correction must prevail among market agents. Its analysis, then, is interesting not only from the perspective of digital advertising or the theory of service contracts and advertising contracts, but also from the protection of the advertiser and the remedies available, the protection of the rights of consumers, users and competitors, because sometimes this practice can become abusive, aggressive, deceptive and unfair.