This work aimed to study personality rights in the legal system, focused on the internet with a focus on image advertising rights, to discuss the reflexes of continuity (forgetfulness). For this, the deductive method was used. In this way, the consequences of the right to use the image and the right to be forgotten were studied. It was observed that the theme is related to personality rights and that it has constitutionalprotection, focused on fundamental rights as a way for the State to intervene and enforce the rights of the holder of the right to image and oblivion. However, when used in disagreement with the constitutional and infraconstitutional mandate causing damage to its holder, the right to indemnity action is guaranteed.