Carvalho, Diógenes Faria de2025-04-072025-04-072024CASSIMIRO, Jakeline Morais Menezes. O controle autorregulamentar da publicidade: necessária efetivação da proteção da criança no mercado de jogos e apostas on-line. Goiânia (GO), 2024. 106 f Dissertação (Mestrado Profissional em Direito Constitucional Econômico) - Centro Universitário Alves Faria, 2024https://repositorio.unialfa.com.br/handle/123456789/585This dissertation addresses digital advertising in online games aimed at children, highlighting their hypervulnerability and the abusive techniques used in the consumer market. The study reveals that such advertisements promote hyperconsumption and negatively impact children's lives. The Brazilian government faces the challenge of effectively regulating and overseeing these practices. Analyzing policies adopted in the European Union shows that democratic control with effective public policies is possible, without the need for direct censorship. In Brazil, current regulations prohibiting childtargeted advertising are ineffective, especially given in-game purchases and advertising directed at children. Therefore, it’s proposed to investigate how regulatory measures can be improved to prevent children's exposure to inappropriate content and predatory practices. It’s observed that self-regulation can be a valuable ally to government regulation in ensuring effective protection. Thus, new preventive strategies are proposed to curb abusive advertising, arguing that total exclusion isn’t the most effective solution. The development of public policies involving the State, society, and the market, as well as technological tools to filter inappropriate content, is suggested. Additionally, the importance of consumer education, with active participation from parents and guardians, is emphasized. In conclusion, a collective effort is essential to ensure children's full protection from abusive advertisements.ptDefesa do consumidorRegulação econômicaPublicidade infantilIntervenção estatal na economia