Restrições à publicidade infantil e o consumo responsável: análisesà luz do desenvolvimento sustentável

The article aims to study children's advertising and the imperative of responsible consumption from the perspective of sustainable development goals, pointing out the need to find a balance between free enterprise and family protection, recognized by law as a hypervulnerable nucleus. We see as a problem the possibility of banning children's advertising. We adopted as a hypothesis the need to impose limits on advertising aimed at children, establishing as an auxiliary hypothesis the possibility of this limitation considering Consumer Protection as a fundamental right limiting free enterprise. We used dialectical reasoning to develop the research and humanist capitalism as a theoretical framework. Moreover, we adopted dogmatic research by means of literature review using the methodology of bibliographic research and document analysis guided by an interdisciplinary view of the subject. To do so, we resorted to a qualitative approach, presenting legeferenda suggestions.