Abusive advertising and the elderly consumer's increased vulnerability in payroll loan contracts

Abstract

The article examines how an environment of high competitiveness and aggressive advertising converge to practices of abusive contracts, especially consigned loans in detriment of the elderly. In this sense, the research makes use of a qualitative-quantitative approach, in a hypothetical deductive method in the study of legislation, and phenomenological regarding indebtedness and abusive advertising offers, and as a research technique, bibliographic and legislative documentation. It approachs the figure of the hypervulnerable and its insertion in the context of liquid contemporary and hyperconsumption, also analyzing abusive advertising and the figure of payroll loans and harassment practiced against hypervulnerable elderly consumers. It concludes verifying the economic losses resulting from this practice, and the essential role of consumer protection entities, the Public Ministry and the State, in inspection, prevention and repression.