Lorencini, Bruno César2026-03-302026-03-302026GOUVEIA NETO, Djalma Tavares de. Direito constitucional econômico e a regulação do mercado de influência digital: proteção do consumidor, responsabilidade dos influenciadores e o desafio das apostas virtuais no Brasil. Goiânia (GO), 2026. 068 f. Dissertação (Mestrado Profissional em Direito Constitucional Econômico) - Centro Universitário Alves Faria, 2026.http://repositorio.unialfa.com.br/handle/123456789/749This dissertation analyzes the complex intersection between the digital market, influencer marketing, and consumer protection, from the perspective of Brazilian Constitutional Economic Law. In a scenario of "great transition" driven by digitalization, the actions of digital influencers reconfigure consumer relations, creating new vulnerabilities and power asymmetries. The study deepens the understanding of consumer hypervulnerability in the digital environment, exacerbated by algorithmic persuasion techniques and the "phishing for phools" inherent in markets such as virtual betting (BETs), which exploit cognitive biases and socioeconomic fragilities. It is argued that state intervention, based on the principles of Constitutional Economic Law, is indispensable to correct market failures and ensure the social function of the digital market. The research establishes that digital influencers, by professionalizing their activities and profiting from advertising messages, assume the position of equivalent suppliers, subject to the objective liability provided for in the Consumer Defense Code. Law No. 15,325/2026, which regulates the multimedia profession, and the ordinances of the Secretariat of Prizes and Betting (SPA/MF), as well as CONAR's decisions, are analyzed as crucial regulatory frameworks that, although advances, demand complementary regulation for their full effectiveness in protecting consumers and the economy. The deductive methodology, with bibliographic, documentary, and jurisprudential research (STF, STJ, state courts), integrates consumer and constitutional doctrine, as well as scientific articles and the academic production of professors linked to the Master's in Constitutional Economic Law at UNIALFA/FADISP. It is concluded that the Brazilian legal system has robust normative foundations for holding digital influencers accountable and for demanding transparency and objective good faith. The regulation of influencer marketing, therefore, does not hinder free enterprise but is a sine qua non condition for the effectiveness of fundamental rights, the balance of consumer relations, and the legitimacy of a digital market that promotes social development and human dignityptMercado digitalMarketing de InfluênciaHipervulnerabilidade DigitalProteção do consumidor