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O vinho do Porto é um símbolo histórico, cultural e económico de Portugal, cuja proteção enquanto Denominação de Origem (DO) tem sido cuidadosamente regulada ao longo de séculos. No entanto, a crescente comercialização digital expôs o produto a novos riscos, incluindo a contrafação, a rotulagem inadequada e a usurpação da sua identidade em plataformas de venda online, muitas vezes sem mecanismos eficazes de verificação ou fiscalização. Esta dissertação analisa criticamente o regime jurídico de proteção do vinho do Porto no comércio digital, abordando instrumentos como a rotulagem digital, o atestado de conformidade e a responsabilidade das plataformas digitais. A investigação revela que os mecanismos existentes operam de forma predominantemente reativa, fragmentada e insuficientemente preventiva, deixando os direitos coletivos das DO vulneráveis a práticas ilícitas no mercado virtual. Propõem-se soluções que reforcem a fiscalização, aumentem a transparência e atribuam responsabilidade ativa aos intermediários digitais, assegurando a proteção do património coletivo e a confiança do consumidor. O estudo contribui para o debate sobre a modernização da proteção das DO no contexto digital, destacando a necessidade de adaptar instrumentos jurídicos
tradicionais às exigências de um mercado global, dinâmico e tecnologicamente sofisticado.
Port wine is a historical, cultural, and economic symbol of Portugal, whose protection as a Protected Designation of Origin (PDO) has been carefully regulated for centuries. However, the growing digital commercialization of the product has exposed it to new risks, including counterfeiting, inadequate labeling, and the usurpation of its identity on online sales platforms, often without effective verification or monitoring mechanisms. This dissertation critically examines the legal framework for the protection of Port wine in digital commerce, addressing instruments such as digital labeling, the certificate of conformity, lists of authorized operators, and the liability of online platforms. The research shows that existing mechanisms operate predominantly in a reactive, fragmented, and insufficiently preventive manner, leaving the collective rights of PDOs vulnerable to illicit practices in the virtual marketplace. Solutions are proposed to strengthen oversight, enhance transparency, and assign active responsibility to digital intermediaries, ensuring the protection of collective heritage and consumer trust. The study contributes to the debate on modernizing the protection of Designation of Origin in the digital context, highlighting the need to adapt traditional legal instruments to the demands of a global, dynamic, and technologically sophisticated market.
Port wine is a historical, cultural, and economic symbol of Portugal, whose protection as a Protected Designation of Origin (PDO) has been carefully regulated for centuries. However, the growing digital commercialization of the product has exposed it to new risks, including counterfeiting, inadequate labeling, and the usurpation of its identity on online sales platforms, often without effective verification or monitoring mechanisms. This dissertation critically examines the legal framework for the protection of Port wine in digital commerce, addressing instruments such as digital labeling, the certificate of conformity, lists of authorized operators, and the liability of online platforms. The research shows that existing mechanisms operate predominantly in a reactive, fragmented, and insufficiently preventive manner, leaving the collective rights of PDOs vulnerable to illicit practices in the virtual marketplace. Solutions are proposed to strengthen oversight, enhance transparency, and assign active responsibility to digital intermediaries, ensuring the protection of collective heritage and consumer trust. The study contributes to the debate on modernizing the protection of Designation of Origin in the digital context, highlighting the need to adapt traditional legal instruments to the demands of a global, dynamic, and technologically sophisticated market.
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Vinho do Porto Denominação de Orige Comércio digital Plataformas online Port wine Protected Designation of Origin Digital commerce Online platforms Legal protection