The role of the family as a primary educational vector for responsible consumption and its challenges in the face of child marketing abuse

Abstract

This article aims to address the role of the family as a primary educational vector for responsible consumption in the face of abuse of child marketing communication and to discuss the existential vulnerability of children and the dialogue of sources as a mechanism for the realization of their fundamental rights. With the advent of the Federal Constitution of 1988, consumer protection and the rights of children and adolescents were developed and, based on constitutional principles, followed paths to protect vulnerable groups from consumerist power relations, where the media exercises its instant influence, encouraging children to hyperconsumption. Thus, the consumer-child, because it is a group that is in the biopsychological development phase, needs full protection, through accompanying the family together with the school, to develop a more effective protective social mechanism. Finally, we present tools to combat this problem, which is everyone’s responsibility. The deductive method was used and the research methodology was given through bibliographic analysis, national legislation and judicial decisions, which provided for the protection of constitutional and consumer rights and guarantees.