La responsabilidad civil del anunciante, derivada de la publicidad abusiva dirigida al consumidor infantil

Abstract

Special protection of children and adolescents is a pillar of the national consumption law. The protection includes the damages caused on a consumption relationship, including those derived from advertising. This purpose has motivated the need to identify from a dogmatic analysis, the most important adverse effects of advertising on children's behavior. Results show the existence of advertising techniques that induce to detrimental behavior to child consumer. Those techniques are defined conceptually as abusive advertising. However, abusive advertising is not provided or regulated by national consumer law. It is concluded on the inadequacy of the current regulation of advertising on national consumer law, to achieve comprehensive protection of children as consumers.