Desconexión laboral en empresas de servicios de marketing digital
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Fecha
2026
Autores
Mercado Villero, Jorge Daniel
Ramos Mendoza, Alberto Mario
Cera Zambrano, Andres Felipe
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Ciencias Jurídicas y Sociales
Facultad de Ciencias Jurídicas y Sociales
Resumen
El crecimiento del marketing digital en Colombia ha transformado las relaciones laborales, imponiendo una conectividad de veinticuatro horas que desafía los límites de la jornada de trabajo y la salud mental. Actividades como la gestión de redes sociales, el monitoreo de campañas (Meta y Google Ads) y la atención al cliente generan dinámicas de disponibilidad permanente fuera del horario legal. Frente a esto, la Ley 2191 de 2022 reguló el derecho a la desconexión laboral como una garantía para proteger el descanso y conciliar la vida personal. Asimismo, la Sentencia C-331 de 2023 de la Corte Constitucional ratificó que este derecho fundamental ampara también a los cargos de dirección, confianza y manejo, perfiles altamente presionados en este sector, como los directores de cuenta. Esta investigación analiza la incidencia de dicha regulación frente a los retos operativos y de teletrabajo en el marketing digital, donde la inmediatez y la automatización suelen propiciar riesgos psicosociales como el síndrome de burnout. Concluye en la necesidad de implementar protocolos internos y turnos rotativos que respeten la intimidad y la dignidad humana, demostrando que la flexibilidad tecnológica no justifica la vulneración de los derechos laborales tradicionales.
The growth of digital marketing in Colombia has transformed labor relations, imposing a twenty-four-hour connectivity that challenges the limits of the working day and mental health. Activities such as social media management, campaign monitoring (Meta and Google Ads), and online customer service generate dynamics of permanent availability outside legal hours. In response, Law 2191 of 2022 regulated the right to labor disconnection as a guarantee to protect rest and balance personal life. Likewise, Judgment C-331 of 2023 of the Constitutional Court ratified that this fundamental right also protects management, trust, and leadership positions, profiles under high pressure in this sector, such as account directors. This research analyzes the impact of this regulation against the operational and teleworking challenges in digital marketing, where immediacy and automation often lead to psychosocial risks such as burnout syndrome. It concludes with the need to implement internal protocols and rotating shifts that respect privacy and human dignity, demonstrating that technological flexibility does not justify the violation of traditional labor rights.
The growth of digital marketing in Colombia has transformed labor relations, imposing a twenty-four-hour connectivity that challenges the limits of the working day and mental health. Activities such as social media management, campaign monitoring (Meta and Google Ads), and online customer service generate dynamics of permanent availability outside legal hours. In response, Law 2191 of 2022 regulated the right to labor disconnection as a guarantee to protect rest and balance personal life. Likewise, Judgment C-331 of 2023 of the Constitutional Court ratified that this fundamental right also protects management, trust, and leadership positions, profiles under high pressure in this sector, such as account directors. This research analyzes the impact of this regulation against the operational and teleworking challenges in digital marketing, where immediacy and automation often lead to psychosocial risks such as burnout syndrome. It concludes with the need to implement internal protocols and rotating shifts that respect privacy and human dignity, demonstrating that technological flexibility does not justify the violation of traditional labor rights.
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Palabras clave
Desconexión laboral, Marketing digital, Ley 2191 de 2022, Jornada de trabajo, Síndrome de burnout
