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The massive trade and the intensive use of information and communication technologies, is more likely for consumer or user. This paper considers that the Internet is as difficult to separate advertising from other marketing areas, as the Internet, simultaneously announcing, running the business transaction, technical reports on, the consumer, offering gifts and continued after sales service. This will be determined by the particular nature of publicity and its differences with the offer, will describe the characteristics of the environment is performed (cyberspace) and the risks faced by these people or consumers in e-commerce activity, based on some consumer rights violated in this act of commerce. This will be a literature review and indicate the stages of a real electronic transaction that serves as evidence indicating the impact of publicity on each of them. Concluding, that the influence of publicity on the consumer and the informative character of the same affect the contractual consent from the pre-contractual stage. [ABSTRACT FROM AUTHOR]