A RELEVÂNCIA DA ATUAÇÃO ESTATAL NO COMBATE ÀS PRÁTICAS EMPRESARIAIS DE GREENWASHING E BLUEWASHING NAS RELAÇÕES DE CONSUMO.

Current paper demonstrates that consumerism in current society, although constrained by ethics and moral values consolidated in entrepreneur social responsibility, still has extremely harmful practices for consumers. Greenwashing and blue-washing publicity techniques are revealed to show that the enterprise, besides selling products and services, allegedly has a social commitment with environmental and social causes. However, one perceives that in practice several entrepreneur activities do not comply with what they actually do and they cover up abusive practices. Harmful publicity should be impaired by the state. It is an exploratory and qualitative research, with a bibliographical and documentary survey. Results show that, in spite of protective norms on human rights, present laws are insufficient to punish enterprises which violate human rights through false social marketing. [ABSTRACT FROM AUTHOR]