Dietrich, William Galle2026-11-072026-11-072026CRUZ, Aline Cipriano da. Sharenting comercial e a quebra da espontaneidade da criança. Orientador: William Galle Dietrich. 2026. Dissertação (Mestrado em Direito) – Faculdade Autônoma de Direito de São Paulo (FADISP), Programa de Pós-Graduação Stricto Sensu em Direito, área de concentração: Função Social do Direito, São Paulo, 2026.https://repositorio.unialfa.com.br/handle/123456789/851This dissertation examines the phenomenon of commercial sharenting, understood as the systematic and monetized exposure of children's image, personal data, and daily routine on digital platforms by their own parents or guardians, from the standpoint of a violation of the fundamental right to the free development of personality. It proceeds from the hypothesis that this practice suppresses children's spontaneity, understood — through the convergence of Winnicottian psychoanalysis, Piagetian genetic epistemology, and Vygotskian culturalhistorical psychology — as a structural condition for healthy identity formation in early childhood. The research adopts a hypothetical-deductive method, with a qualitative and interdisciplinary approach articulating civil-constitutional law, digital law, and developmental psychology, drawing on bibliographic, documentary, and case-law research. Chapter 1 conceptualizes commercial sharenting and distinguishes it from related practices, reconstructing its expansion in Brazil through paradigmatic cases, including the channels Bel para Meninas and Yasmin Castilho. Chapter 2 demonstrates, drawing on recent empirical evidence, how systematic exposure compromises the formation of the true self and replaces the free assimilation of play with forced accommodation to an audience. Chapter 3 examines the legal foundations available in Brazilian law — the Doctrine of Comprehensive Protection, children's personality rights, the limits of parental authority, and the recently enacted Digital Statute of the Child and Adolescent (Law No. 15,211/2025) —, concluding that this framework is sufficient to qualify systematic commercial exposure as an abuse of parental authority under article 187 of the Civil Code. The study concludes that the interference of commercial sharenting with the child's free development of personality is twofold: psychological, in replacing spontaneous identity with an audience-shaped performance, and legal, in converting the child into an economic asset managed by those responsible for protecting her. The work contributes to Brazilian legal doctrine by systematizing, on an interdisciplinary basis, the grounds for recognizing spontaneity as an autonomous legal interest deserving specific protection against the digital commodification of childhood.ptsharenting comercial; espontaneidade infantil; direitos da personalidade; proteção integral; poder familiar.