Submitted by PPG Direito (ppgdir@pucrs.br) on 2018-05-11T14:04:39Z No. of bitstreams: 1 MARCIA_LUNARDI_FLORES.DIS.pdf: 1026997 bytes, checksum: d6fb473e6a26bbdb12d911f032ad81cd (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2018-05-15T13:07:40Z (GMT) No. of bitstreams: 1 MARCIA_LUNARDI_FLORES.DIS.pdf: 1026997 bytes, checksum: d6fb473e6a26bbdb12d911f032ad81cd (MD5) / Made available in DSpace on 2018-05-15T13:17:32Z (GMT). No. of bitstreams: 1 MARCIA_LUNARDI_FLORES.DIS.pdf: 1026997 bytes, checksum: d6fb473e6a26bbdb12d911f032ad81cd (MD5) Previous issue date: 2018-03-13 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This study aims to analyze the extent to which the Brazilian constitutional order allows the State to limit the freedom of commercial expression and free initiative in favor of the principle of the integral protection of the child. To this end, the relationship between children, consumption and advertising, within the context of a capitalist and hypermodern society, is verified. A possible form of regulation of children's advertising should therefore be considered, in light of the theory of the linking of individuals to fundamental rights as a means of guaranteeing the full protection of the child and the preservation of the right to freedom of commercial expression and free enterprise. The investigation of some regulatory models in force in the international scenario, such as the Quebec, Spain, United Kingdom, United States, France and Italy systems, was necessary to search for parameters suitable for harmonization between the interests of free enterprise and freedom of expression with the need to protect children. The starting point was the Quebec system because it is a more restrictive model for children's advertising. European elected models, on the other hand, present a greater dialogue between self-regulation, state legislation and civil society. The US system has a greater emphasis on self-regulation, but there is room for State action through regulatory agencies. The comparison of international models with the Brazilian system of self-regulation of advertising has shown that the Brazilian model lacks a greater dialogue with the State, as well as more efficient ways of protecting the child in relation to exposure to advertisements. The Brazilian constitutional order, while at the same time consecrating free initiative and free expression, adopted as a paradigm the integral protection of children, giving priority to their interests. It is possible, therefore, to have a greater state action in defense of the child's interests in relation to advertising. In order to equalize the advertising market and its right of free initiative and expression and child protection, co-regulation is a viable alternative, imposing limits that obey the criteria of reasonableness and proportionality. / O trabalho busca analisar em que medida a ordem constitucional brasileira permite ao Estado limitar a liberdade de express?o comercial e a livre iniciativa em favor do princ?pio da prote??o integral da crian?a. Verifica-se, para tanto, as rela??es entre crian?a, consumo e publicidade, dentro do contexto de uma sociedade capitalista e hipermoderna. Assim, cabe avaliar uma poss?vel forma de regulamenta??o ? publicidade infantil, ? luz a teoria da vincula??o dos particulares aos direitos fundamentais como meio de garantia ? prote??o integral da crian?a e a preserva??o do direito de liberdade de express?o comercial e de livre iniciativa. A investiga??o de alguns modelos regulat?rios vigentes no cen?rio internacional, dentre os quais, destacam-se os sistemas do Quebec, da Espanha, do Reino Unido, dos Estados Unidos, da Fran?a e da It?lia fez-se necess?ria para a busca de par?metros aptos ? harmoniza??o entre os interesses havidos na livre iniciativa e liberdade de express?o com a necessidade de prote??o da inf?ncia. O ponto de partida foi o sistema do Quebec em raz?o de ser um modelo mais restritivo ? publicidade infantil. J? os modelos europeus eleitos apresentam um di?logo maior entre a autorregulamenta??o, legisla??o estatal e sociedade civil. O sistema norte-americano tem maior ?nfase na autorregulamenta??o, contudo h? espa?o para a atua??o do Estado, por meio de ag?ncias reguladoras. A compara??o dos modelos internacionais com o sistema de autorregulamenta??o brasileiro da publicidade deram mostras de que falta, ao modelo brasileiro, um maior di?logo com o Estado, bem como formas mais eficientes de prote??o da crian?a com rela??o ? exposi??o aos an?ncios publicit?rios. A ordem constitucional brasileira, ao mesmo tempo em que consagrou a livre iniciativa e a livre express?o, adotou como paradigma a prote??o integral da inf?ncia, conferindo prioridade aos seus interesses. ? poss?vel, portanto, haver uma maior a??o estatal em defesa dos interesses da crian?a frente ? publicidade. A fim de equalizar o mercado publicit?rio e seu direito de livre inciativa e express?o e a prote??o da crian?a, a corregula??o se apresenta como uma alternativa vi?vel, impondo limites que obedecem aos crit?rios de razoabilidade e proporcionalidade.