The digital platform YouTube has become popular among children and a practice whose
popularity is increasing on that space is the unboxing, which consists of videos where the
protagonists, called YouTubers, present the opening and demonstration of new products, such
as toys and collectible items. This paper aimed to analyze, under the Consumer Law, if the
possible advertisement served in these videos creates civil liability for illicit advertising of the
advertiser YouTuber. For that, exploratory research of bibliographic, in academic
publications, and documentary nature, in the decisions of the Brazilian Advertising Self Regulation Council, was carried out. The inductive method was used, since it started from an
analysis of specific facts about the performance of the YouTubers to a general conclusion
about the civil liability for illicit advertising. The presence of elements of illicit advertising
was verified in the unboxing videos, not only because of the unconscionability of targeting
children, but also due to the veiled character of the advertisement. Moreover, results showed
that YouTubers that share such contente have objective civil liability, because they actively
participate in the elaboration of the advertisement and may receive consideration from the
supplier, in addition to having great influence on their followers.
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