O National Council for Advertising SelfRegulation (Conar) opened on Monday (10) an ethical representation against the propaganda of Volkswagen to celebrate the company’s 70th anniversary in Brazil.
According to the agency, consumers questioned its use Artificial intelligence (AI) to bring dead people to life.
Another question is that it can lead to a confusion between reality and fiction for children and young people who do not know this Elis Reginadied in 1982.
The antagonist had access to the piece the attorney had Gabriel de Britto Silva delivered to conar. In it, he says that the emotion came with the discomfort. This fact allows reflections on questions of an ethical nature, since it is a matter of a deceased person who cannot claim the use of his own image.
Elsewhere, the lawyer says: “It’s not because AI makes it possible to bring deceased people to life that the living don’t necessarily have to do so“. And he added: “The recovery of images of the deceased deserves attention, a multidisciplinary investigation and the establishment of legal norms.”
In addition to the use of AI, it is also questioned that Elis and Maria Rita drive unfocused in the advertisement and that this violates traffic rules. “In automobile advertising (…) the advertising must not contain references to the use of vehicles that may endanger the personal safety of the user and third parties, such as (…) disregard (…) traffic rules in general.”, said Silva.
Conar has up to 45 days to judge the performance. Volkswagen’s press office told Estadão: “Volkswagen do Brasil was notified by Conar on July 10 and will provide its response within the specified deadline.”
Read the full account provided to Conar here.