O presente estudo tem por objetivo demonstrar a necessidade de se tutelar a desigualdade substancial existente nas relações contratuais celebradas entre empresários, quando uma das partes, ainda que profissional, encontrar-se em situação de dependência econômica, favorecendo o abuso da parte contrária na situação concreta. O cerne do trabalho gira em torno do problema das cláusulas abusivas no âmbito dos contratos interempresariais. Busca-se demonstrar que, nas hipóteses em que não for possível repreendê-las por meio da aplicação do Código Civil ou da Lei Antitruste, seria possível equiparar o contratante vulnerável, sujeito a um abuso por parte de seu parceiro contratual, aos consumidores, para fins de aplicação dos dispositivos do Código de Defesa do Consumidor CDC ao contrato em questão. Para tanto, são analisados os conceitos de empresário, de consumidor tendo em vista as três principais correntes doutrinárias existentes no ordenamento pátrio e de dependência econômica. Especificamente em relação à definição de consumidor, tenta-se demonstrar que, nos dias de hoje, a Teoria Finalista Aprofundada parece ser a que melhor atende à necessidade de se buscar a solução mais justa no caso concreto, sem, contudo, banalizar a aplicação do CDC. Por fim, faz-se uma análise da jurisprudência brasileira sobre o tema, com o objetivo de delimitar os critérios para a incidência do CDC em contratos interempresariais, bem como os principais casos em que o conceito de consumidor-equiparado tem prevalecido nos litígios decorrentes de tais contratos. / The objective of the present study is to demonstrate the need of instructing the substantial inequality existing in contractual relations signed between businessmen, when one of the parties, although still professional, finds itself in a situation of economic dependence, favoring the abuse of the counterpart in the real situation. The core of this work involves the problem regarding abusive clauses in the scope of inter-business contracts. It seeks to demonstrate that, in hypothesis where it is not possible to reprehend them by means of application of the Civil Code or Antitrust Act, it would be possible to match the vulnerable contracting party, subject to an abuse by its contractual partner, to the consumers, for purposes of application of the provisions in the Consumer Defense Code CDC to the contract in question. To do so, it analyzes the concepts of businessman and consumers considering the three main doctrinaire schools of thought existing in the country system and economic dependence. Specially in relation to the definition of consumers, it attempts to demonstrate that, nowadays, the In-depth Finalist Theory seems to be the best theory that meets the need of searching for the more righteous solution in the real case, without, however, trivializing the application of the CDC. At last, an analysis of Brazilian jurisprudence is made on the subject, aiming to delimitate the criteria for the incidence of CDC in inter-business contracts as well as the main cases in which the concept of consumer has prevailed in such contracts for one of the parties.

O presente estudo tem por objetivo demonstrar a necessidade de se tutelar a desigualdade substancial existente nas relações contratuais celebradas entre empresários, quando uma das partes, ainda que profissional, encontrar-se em situação de dependência econômica, favorecendo o abuso da parte contrária na situação concreta. O cerne do trabalho gira em torno do problema das cláusulas abusivas no âmbito dos contratos interempresariais. Busca-se demonstrar que, nas hipóteses em que não for possível repreendê-las por meio da aplicação do Código Civil ou da Lei Antitruste, seria possível equiparar o contratante vulnerável, sujeito a um abuso por parte de seu parceiro contratual, aos consumidores, para fins de aplicação dos dispositivos do Código de Defesa do Consumidor CDC ao contrato em questão. Para tanto, são analisados os conceitos de empresário, de consumidor tendo em vista as três principais correntes doutrinárias existentes no ordenamento pátrio e de dependência econômica. Especificamente em relação à definição de consumidor, tenta-se demonstrar que, nos dias de hoje, a Teoria Finalista Aprofundada parece ser a que melhor atende à necessidade de se buscar a solução mais justa no caso concreto, sem, contudo, banalizar a aplicação do CDC. Por fim, faz-se uma análise da jurisprudência brasileira sobre o tema, com o objetivo de delimitar os critérios para a incidência do CDC em contratos interempresariais, bem como os principais casos em que o conceito de consumidor-equiparado tem prevalecido nos litígios decorrentes de tais contratos. / The objective of the present study is to demonstrate the need of instructing the substantial inequality existing in contractual relations signed between businessmen, when one of the parties, although still professional, finds itself in a situation of economic dependence, favoring the abuse of the counterpart in the real situation. The core of this work involves the problem regarding abusive clauses in the scope of inter-business contracts. It seeks to demonstrate that, in hypothesis where it is not possible to reprehend them by means of application of the Civil Code or Antitrust Act, it would be possible to match the vulnerable contracting party, subject to an abuse by its contractual partner, to the consumers, for purposes of application of the provisions in the Consumer Defense Code CDC to the contract in question. To do so, it analyzes the concepts of businessman and consumers considering the three main doctrinaire schools of thought existing in the country system and economic dependence. Specially in relation to the definition of consumers, it attempts to demonstrate that, nowadays, the In-depth Finalist Theory seems to be the best theory that meets the need of searching for the more righteous solution in the real case, without, however, trivializing the application of the CDC. At last, an analysis of Brazilian jurisprudence is made on the subject, aiming to delimitate the criteria for the incidence of CDC in inter-business contracts as well as the main cases in which the concept of consumer has prevailed in such contracts for one of the parties.

Made available in DSpace on 2016-03-15T19:33:37Z (GMT). No. of bitstreams: 1 Bruno Boris Carlos Croce.pdf: 941598 bytes, checksum: 320c85cc3bab323afe22ee5268b27e61 (MD5) Previous issue date: 2010-07-27 / The question of the interpretation of contractual clauses of consumption contracts is a problem faced for the applicator of Law. Specifically on the analysis of an abusive contractual clause it is important to the interpreter to appreciate all available the elements, especially the influence of the economic power in consumer issues. Besides the interpreter are not able to ignore the instrumental capacity of the general clause of good-faith, the absence of the analysis by the judge about the influence of the economic power in contracts harms a effective jurisdictional rendering to real case. The limitation by the applicator of Law to the individual questions and not much relevance given to the economic power as relevant force in the contractual drafting cause deficiency on the interpretation and harm an efficient control of the abusive clauses. / A questão da interpretação das cláusulas contratuais nos contratos de consumo é um problema enfrentado pelos aplicadores do direito. Especificamente na análise e na constatação de uma cláusula contratual abusiva é relevante que o intérprete aprecie todos os elementos que estejam à sua disposição, porém, especialmente perceber desta análise o quanto há de influência do poder econômico nas relações de consumo. Além do fato de o intérprete não poder ignorar a capacidade instrumental da cláusula geral de boa-fé no momento do estudo do instrumento contratual, a ausência da análise por parte do julgador sobre a influência do poder econômico nos contratos prejudica uma prestação jurisdicional efetiva ao caso concreto. A limitação por parte do aplicador da lei às questões individuais e a pouca importância dada ao poder econômico como relevante força na elaboração contratual, ocasionam uma interpretação deficiente e prejudicam o controle eficaz das cláusulas abusivas.

"Mémoire présenté à la Faculté des études supérieures en vue de l'obtention du grade de Maîtrise en droit (LL.M.)". Ce mémoire a été accepté à l'unanimité et classé parmi les 15% des mémoires de la discipline. / La franchise: une recette magique que chacun aimerait maîtriser pour s'assurer la réussite dans le monde des affaires. Or, le secret de cette recette revient à appliquer un simple postulat: réitérer, par un franchisé, la réussite du concept d'un franchiseur qui a déjà fait ses preuves. Mais, auparavant, il est essentiel que le franchiseur transmette au franchisé les éléments qui lui ont valu cette même réussite, quitte à ce que ce dernier s'engage à les mettre en oeuvre selon les prescriptions de son initiateur et sous son contrôle. Une telle mise en ouvre appelle, cependant, que les deux protagonistes empruntent une avenue basée sur la coopération, la confiance, la loyauté et la bonne foi. Néanmoins, une telle démarche n'est pas évidente en pratique en ce que les deux partenaires sont animés par des intérêts divergents, conflictuels et antimoniques. Dès lors, le rapport contractuel né du contrat de franchise se verra empreint par un déséquilibre manifeste entre les prestations réciproques des parties issu de la position économiquement dominante du franchiseur. Ce dernier, sera à même de fixer unilatéralement le contenu contractuel, de sorte à diminuer ses obligations tout en élargissant le champ de ses droits. Surgit alors tout un pan de comportements opportunistes du franchiseur se traduisant, notamment, par des abus au détriment du franchisé qui ne peut qu'acquiescer à la volonté de son partenaire. En effet, l'étude du droit civil révèle que les systèmes civilistes reposent sur une conception libérale du contrat permettant de présumer que les parties sont capables de défendre leurs intérêts. En vertu de la théorie de l'autonomie de la volonté, le contrat est présumé être conforme aux intérêts respectifs des parties. À défaut de tout vice de consentement, le contrat ne peut qu'être équilibré. Cependant, s'il se trouve que le contrat est malgré tout déséquilibré, le droit civil, à moins de circonstances exceptionnelles, n y pourra rien en pareil cas. La lésion ne vicie pas les conventions conclues entre majeurs non protégés, et la théorie de l'imprévision est rejetée par la plupart des systèmes civilistes. L'indifférence du droit civil face à ce déséquilibre se justifie essentiellement par deux impératifs: la liberté contractuelle et la sécurité juridique. Le principe de la force obligatoire du contrat s'impose aux parties autant qu'au juge et, partant, exclut toute tentative du juge de réviser un contrat déséquilibré. Toutefois, devant cette indifférence et cet immobilisme de la loi, le droit a, depuis, énormément évolué dans le sens d'apporter une protection plus accrue à la partie la plus faible au contrat. À ce titre, nous assistons aujourd'hui à une double intervention plus réaliste: l'intervention du juge et celle du législateur (particulièrement dans les contrats d'adhésion). D'abord, le juge manifeste une volonté accrue de corriger des déséquilibres contractuels choquants, notamment en présence de clauses contractuelles manifestement abusives, et ce au regard des exigences d'une justice contractuelle basée sur la bonne foi des parties et l'exigence d'agir raisonnablement. Ensuite, le législateur à travers l'élaboration de droits spéciaux ayant pour finalité la protection de la partie la plus faible, instaure des règles impératives destinées à condamner les éventuels déséquilibres contractuels. Ce souci de protection justifie l'atteinte ainsi portée au principe de la force obligatoire du contrat. Aussi, le postulat de Fouillée se voit inversé par Lacordaire qui souligne pertinemment que « entre le fort et le faible, c'est la liberté qui asservit et la loi qui libère ». En somme, la protection du franchisé appelle au glissement du rapport contractuel d'un rapport conflictuel vers un rapport de coopération et notamment par la reconnaissance du concept de solidarisme contractuel. Néanmoins, une telle démarche n'est pas sans troubler l'ordre normal de l'idée classique du contrat. D'une part, l'introduction d'obligations implicites au contrat renie en quelque sorte l'idée traditionnelle qu'on a des obligations contractuelles basée sur la commune intention des parties, et d'autre part, elle appelle à la reconsidération, par les systèmes civilistes, de la théorie de l'imprévision comme le suggère le droit uniforme et notamment le Guide d'UNIDROIT sur les accords internationaux de franchise principale, mais aussi les Principes relatifS aux contrats du commerce international. / The Franchise: a magic formula that each individual would like to possess to be able to ensure success in the business world. The secret of this formula exists in the shape of a simple postulate: for the franchisee to reiterate success of the franchised concept, which has already proven itself successful. But first, it is essential that the franchisor transmit the essential elements ofthat success to the franchisee, so that the latter may put into practice those prescribed elements as per the created by the initiators concept and control. This kind of transaction requires that both protagonists enter into their dealing in a manner that is based on cooperation, trust, loyalty and goodfaith. Nevertheless, this process is not easy to establish. In deed, both parties may have divergent interests, causing conflicts and antipathies. Thus, the contractual relationship born ofthe franchise concept, will have at its core a manifest imbalance created by the dominant financial status ofthe franchisor. The latter, is in a position to unilaterally stipulate the contractual contents, in such a manner as to diminish his own obligations while enlarging the scope of his rights. From this, a plethora of opportunistic behaviours from the franchisor translating into varied kinds of abuse to the detriment of the franchisee whom has not choice but to acquiesce to the franchisors wishes. In truth, the study of civil law reveals that the civil systems are founded on a liberal conception of the contract, presuming that both parties are capable of defending their interests. By virtue of the theory of autonomy of the will, the contract is presumed to respect each partie 's interests. Without any vice of consent, the contract can only be balanced. However, if the contract proves to be imbalanced, civil law, unless there are no exceptional circumstances, will have no effect, in such a case. Lesion don't vice conventions concluded between unprotected parties, and the imprevision theory is rejected by most civil systems. The indifference of civil law to the contractual imbalance is justified by two imperatives: contractual liberty and judicial security. The principal of the obligatory force of a contract imposes on both parties, as well as to the judge, and, in that way, excludes all attempts by judge to revise the imbalanced contract. Nonetheless, in spite of the laws indifference and opposition to change, the law has since evolved enormously in supplying more protection to the weakest party of a contract. Thus, we are now witness to a double, more realistic intervention: the intervention of the judge and the legislator (particularly in contracts of adhesions). First, the judge manifests a will to correct the more obviously imbalanced aspects of the contract, most notably with regards to the presence of abusive contractual clauses, taking into account the requirements of a contractual justice based on the goodfaith of both parties and the obligation to act in a reasonable manner. Furthermore, the legislator through the use of special rights for the purpose of protecting the weakest party within the contract, implements imperative rules to restore the balance and fairness of the contract. This worry of protection is justified by the undermine as so imposed to the obligatory force of the contract. Also, the postulate of Fouillée is here revoked by Lacordaire which underlines that between the strong and the weak, it is freedom that enslaves and the law that liberates. To summarize, the protection of the franchisee calls for the modification of the contractual obligation from one of conflict to one of cooperation and notably by the recognition of the contractual solidarity concept. Nevertheless, such a measure does not take place without disturbing the classic concept of the contract. On the one hand, the introduction of the implied terms into the contract denies the traditional idea of the contractual obligations based on the common intention of both parties, and also, it calls for the reconsideration, by the civil systems, of the theory of imprevision as is suggested by the uniform law and especially the Guide to international master franchise arrangements, but also the Unidroit Principles of international commercial contracts.

La franchise: une recette magique que chacun aimerait maîtriser pour s'assurer la réussite dans le monde des affaires. Or, le secret de cette recette revient à appliquer un simple postulat: réitérer, par un franchisé, la réussite du concept d'un franchiseur qui a déjà fait ses preuves. Mais, auparavant, il est essentiel que le franchiseur transmette au franchisé les éléments qui lui ont valu cette même réussite, quitte à ce que ce dernier s'engage à les mettre en oeuvre selon les prescriptions de son initiateur et sous son contrôle. Une telle mise en ouvre appelle, cependant, que les deux protagonistes empruntent une avenue basée sur la coopération, la confiance, la loyauté et la bonne foi. Néanmoins, une telle démarche n'est pas évidente en pratique en ce que les deux partenaires sont animés par des intérêts divergents, conflictuels et antimoniques. Dès lors, le rapport contractuel né du contrat de franchise se verra empreint par un déséquilibre manifeste entre les prestations réciproques des parties issu de la position économiquement dominante du franchiseur. Ce dernier, sera à même de fixer unilatéralement le contenu contractuel, de sorte à diminuer ses obligations tout en élargissant le champ de ses droits. Surgit alors tout un pan de comportements opportunistes du franchiseur se traduisant, notamment, par des abus au détriment du franchisé qui ne peut qu'acquiescer à la volonté de son partenaire. En effet, l'étude du droit civil révèle que les systèmes civilistes reposent sur une conception libérale du contrat permettant de présumer que les parties sont capables de défendre leurs intérêts. En vertu de la théorie de l'autonomie de la volonté, le contrat est présumé être conforme aux intérêts respectifs des parties. À défaut de tout vice de consentement, le contrat ne peut qu'être équilibré. Cependant, s'il se trouve que le contrat est malgré tout déséquilibré, le droit civil, à moins de circonstances exceptionnelles, n y pourra rien en pareil cas. La lésion ne vicie pas les conventions conclues entre majeurs non protégés, et la théorie de l'imprévision est rejetée par la plupart des systèmes civilistes. L'indifférence du droit civil face à ce déséquilibre se justifie essentiellement par deux impératifs: la liberté contractuelle et la sécurité juridique. Le principe de la force obligatoire du contrat s'impose aux parties autant qu'au juge et, partant, exclut toute tentative du juge de réviser un contrat déséquilibré. Toutefois, devant cette indifférence et cet immobilisme de la loi, le droit a, depuis, énormément évolué dans le sens d'apporter une protection plus accrue à la partie la plus faible au contrat. À ce titre, nous assistons aujourd'hui à une double intervention plus réaliste: l'intervention du juge et celle du législateur (particulièrement dans les contrats d'adhésion). D'abord, le juge manifeste une volonté accrue de corriger des déséquilibres contractuels choquants, notamment en présence de clauses contractuelles manifestement abusives, et ce au regard des exigences d'une justice contractuelle basée sur la bonne foi des parties et l'exigence d'agir raisonnablement. Ensuite, le législateur à travers l'élaboration de droits spéciaux ayant pour finalité la protection de la partie la plus faible, instaure des règles impératives destinées à condamner les éventuels déséquilibres contractuels. Ce souci de protection justifie l'atteinte ainsi portée au principe de la force obligatoire du contrat. Aussi, le postulat de Fouillée se voit inversé par Lacordaire qui souligne pertinemment que « entre le fort et le faible, c'est la liberté qui asservit et la loi qui libère ». En somme, la protection du franchisé appelle au glissement du rapport contractuel d'un rapport conflictuel vers un rapport de coopération et notamment par la reconnaissance du concept de solidarisme contractuel. Néanmoins, une telle démarche n'est pas sans troubler l'ordre normal de l'idée classique du contrat. D'une part, l'introduction d'obligations implicites au contrat renie en quelque sorte l'idée traditionnelle qu'on a des obligations contractuelles basée sur la commune intention des parties, et d'autre part, elle appelle à la reconsidération, par les systèmes civilistes, de la théorie de l'imprévision comme le suggère le droit uniforme et notamment le Guide d'UNIDROIT sur les accords internationaux de franchise principale, mais aussi les Principes relatifS aux contrats du commerce international. / The Franchise: a magic formula that each individual would like to possess to be able to ensure success in the business world. The secret of this formula exists in the shape of a simple postulate: for the franchisee to reiterate success of the franchised concept, which has already proven itself successful. But first, it is essential that the franchisor transmit the essential elements ofthat success to the franchisee, so that the latter may put into practice those prescribed elements as per the created by the initiators concept and control. This kind of transaction requires that both protagonists enter into their dealing in a manner that is based on cooperation, trust, loyalty and goodfaith. Nevertheless, this process is not easy to establish. In deed, both parties may have divergent interests, causing conflicts and antipathies. Thus, the contractual relationship born ofthe franchise concept, will have at its core a manifest imbalance created by the dominant financial status ofthe franchisor. The latter, is in a position to unilaterally stipulate the contractual contents, in such a manner as to diminish his own obligations while enlarging the scope of his rights. From this, a plethora of opportunistic behaviours from the franchisor translating into varied kinds of abuse to the detriment of the franchisee whom has not choice but to acquiesce to the franchisors wishes. In truth, the study of civil law reveals that the civil systems are founded on a liberal conception of the contract, presuming that both parties are capable of defending their interests. By virtue of the theory of autonomy of the will, the contract is presumed to respect each partie 's interests. Without any vice of consent, the contract can only be balanced. However, if the contract proves to be imbalanced, civil law, unless there are no exceptional circumstances, will have no effect, in such a case. Lesion don't vice conventions concluded between unprotected parties, and the imprevision theory is rejected by most civil systems. The indifference of civil law to the contractual imbalance is justified by two imperatives: contractual liberty and judicial security. The principal of the obligatory force of a contract imposes on both parties, as well as to the judge, and, in that way, excludes all attempts by judge to revise the imbalanced contract. Nonetheless, in spite of the laws indifference and opposition to change, the law has since evolved enormously in supplying more protection to the weakest party of a contract. Thus, we are now witness to a double, more realistic intervention: the intervention of the judge and the legislator (particularly in contracts of adhesions). First, the judge manifests a will to correct the more obviously imbalanced aspects of the contract, most notably with regards to the presence of abusive contractual clauses, taking into account the requirements of a contractual justice based on the goodfaith of both parties and the obligation to act in a reasonable manner. Furthermore, the legislator through the use of special rights for the purpose of protecting the weakest party within the contract, implements imperative rules to restore the balance and fairness of the contract. This worry of protection is justified by the undermine as so imposed to the obligatory force of the contract. Also, the postulate of Fouillée is here revoked by Lacordaire which underlines that between the strong and the weak, it is freedom that enslaves and the law that liberates. To summarize, the protection of the franchisee calls for the modification of the contractual obligation from one of conflict to one of cooperation and notably by the recognition of the contractual solidarity concept. Nevertheless, such a measure does not take place without disturbing the classic concept of the contract. On the one hand, the introduction of the implied terms into the contract denies the traditional idea of the contractual obligations based on the common intention of both parties, and also, it calls for the reconsideration, by the civil systems, of the theory of imprevision as is suggested by the uniform law and especially the Guide to international master franchise arrangements, but also the Unidroit Principles of international commercial contracts. / "Mémoire présenté à la Faculté des études supérieures en vue de l'obtention du grade de Maîtrise en droit (LL.M.)". Ce mémoire a été accepté à l'unanimité et classé parmi les 15% des mémoires de la discipline.

Submitted by Ana Valéria de Jesus Moura (anavaleria_131@hotmail.com) on 2018-01-22T17:49:02Z No. of bitstreams: 1 TAMIRES VIEIRA LOPES MACHADO.pdf: 1892945 bytes, checksum: 8f6a5355ed009ed5c0c209b12d657bae (MD5) / Approved for entry into archive by Ana Valéria de Jesus Moura (anavaleria_131@hotmail.com) on 2018-01-22T17:49:23Z (GMT) No. of bitstreams: 1 TAMIRES VIEIRA LOPES MACHADO.pdf: 1892945 bytes, checksum: 8f6a5355ed009ed5c0c209b12d657bae (MD5) / Made available in DSpace on 2018-01-22T17:49:23Z (GMT). No. of bitstreams: 1 TAMIRES VIEIRA LOPES MACHADO.pdf: 1892945 bytes, checksum: 8f6a5355ed009ed5c0c209b12d657bae (MD5) / O presente trabalho objetiva demonstrar que as cláusulas de cessão de uso de imagem, voz e nome inseridas em contratos de consumo por adesão são, em regra, abusivas e inválidas. Nos contratos de consumo em que há disposição de direitos de personalidade há uma vulnerabilidade exacerbada, ou uma hipervulnerabilidade. É que, além da vulnerabilidade do consumidor em si, as pessoas podem ser consideradas vulneráveis pelo simples fato de serem autoras de um ato de disposição dos direitos de personalidade, pois atuam na direção do risco de ter sua dignidade lesada, enquanto o fornecedor se move por interesse meramente patrimonial. O foco da pesquisa é compreender essas disposições, que geralmente configuram autorização tácita ou genérica para uso dos direitos de personalidade do aderente quando isso não integra a finalidade principal do negócio, diante de uma visão crítica e propositiva, analisando-se a doutrina, a legislação e documentos contratuais. No capítulo um, abordam-se os contratos de consumo, envolvendo a relação jurídica de natureza consumerista e seus elementos, bem como o fenômeno da contratação por adesão diante do consumo massificado da cultura pós-moderna e seus respectivos limites. No segundo capítulo, apresenta-se a proteção contratual do consumidor, frisando a nova concepção do contrato, a importância da Teoria do Diálogo das Fontes, principalmente entre o Código de Defesa do Consumidor e o Código Civil, e a necessidade de aplicação dos princípios jurídicos com intuito de proteger de maneira mais eficaz a parte vulnerável da relação de consumo, os quais tem como desdobramentos a interpretação mais favorável ao consumidor e a proibição de cláusulas abusivas. Em seguida, transpôs-se a abordagem para o exame do conceito, objeto e características dos direitos da personalidade, perpassando pelos pressupostos e requisitos da sua inserção no comércio jurídico. Nesse ponto, destacou-se a disponibilidade relativa desses direitos e o consentimento informado do interessado como premissa fundamental. No último capítulo, busca-se apresentar as cláusulas de cessão de direitos da personalidade nos contratos consumeristas, abarcando os direitos em espécie objetos de violação e as hipóteses em que são abusivas, o que gera a incidência de nulidade, bem como possíveis danos morais e materiais. Além disso, há o exame de instrumentos contratuais da cidade de Salvador, Bahia, e considerações acerca da importância do controle judicial dessas cláusulas. / The present work aims to demonstrate that clauses assigning the of use of image, voice and name inserted in contracts of consumption by adhesion are, as a rule, abusive and invalid. In consumer contracts in wich some kind of waiver of personality rigths occur there is an exacerbated vulnerability of the consumer. As a result of that, in addition to the vulnerability of the consumer itself, consumers may be considered vulnerable because they are performing an act of waiver of personality rights, as they act towards the risk of having their dignity harmed while the supplier acts by a mere patrimonial concern. The focus of the research is to understand these provisions, which generally configure tacit or generic authorization for the use of the adherent's personality rights when this does not integrate the main purpose of the business, in the face of a critical and propositive view, analyzing the doctrine, the legislation and contractual documents. In chapter one, consumer contracts are dealt with, involving the legal relationship of consumerism and its elements, as well as the phenomenon of hiring by adhesion to the mass consumption of postmodern culture and its respective limits. The second chapter presents the contractual protection of the consumer, emphasizing the new conception of the contract, the importance of the Theory of Source Dialogue, especially between the Consumer Defense Code and the Civil Code, and the need to apply the legal principles with the purpose of protecting the most vulnerable part of the consumer relationship, which has as its outcome the most consumer-friendly interpretation and the prohibition of unfair terms. Then, the approach to the examination of the concept, object and characteristics of the rights of the personality was examined, going through the presuppositions and requirements of its insertion in the legal commerce. At this point, the relative availability of these rights and the informed consent of the person concerned as a fundamental premise are highlighted. In the last chapter, the aim is to present the clauses of assignment of personality rights in consumer contracts, including rights in kind, objects of violation and hypotheses in which they are abusive, which results in nullity, and possible moral and material damages. In addition, there is an examination of contractual instruments in Salvador, Bahia, and considerations about the importance of judicial control of these clauses.

La seconde moitié du XXème siècle a été marquée par l'avènement de la sociétéde consommation et, corrélativement, par l'apparition d'un droit nouveau dont l'objectif est de protéger les consommateurs : le droit de la consommation. Il se définit par sa finalité comme l'ensemble des règles dont l'objet est de protéger les intérêts des consommateurs et s'applique essentiellement dans les contrats de consommation. Aucun régime général de la sanction de la violation des dispositions consuméristes n'a été organisé par le législateur. Les sanctions prévues sont majoritairement des sanctions pénales, les sanctions civiles sont alors celles du droit commun des contrats.A partir du droit positif, l'étude cherche à construire un régime spécial de la sanction, commun à tous les contrats de consommation. L'étude est orientée vers la recherche de sanctions efficaces, qui permettent de renforcer l'effectivité de la règle de droit et la protection des consommateurs. Elle distingue nécessairement l' analyse de l'efficacité de la fonction réparatrice de la sanction, qui est conditionnée par la prise en compte de la situation de la victime du comportement sanctionné, et l'analyse de l'efficacité de la fonction dissuasive de la sanction qui est conditionnée par la prise en compte de la situation de l'auteur du comportement sanctionné. / The second half of the 20th century has been marked by the emergence ofconsumer society and correspondingly by the evolution of a new area of law: consumer law. This field of law can be defined as a body of rules aiming at protecting the interests of consumers and which is essentially applied in the context of consumer contracts. The legislator has not established a general system of sanctions for the violation of consumer law provisions. The sanctions are mostly criminal in nature, while the civil sanctions are those provided for by general contract law.On the basis of the existing rules this thesis aims to establish a specific system ofsanctions common to all consumer contracts. The thesis is governed by the search for adequate sanctions which would increase the effectiveness of the legal rules as well as the effectiveness of the protection of consumers. The effectiveness of the reparative function of the sanctions is analysed separately from the effectiveness of their deterrent function. This distinction is necessary, since the reparative function of sanctions is determined by the situation of the victim of the violation of the rules, whereas the deterrent function of sanctions takes into account the situation of the person responsible for the violation.