The moral clauses, originating from American law, were initially introduced in contracts that had as their backdrop the Hollywoodian scenario. The contractual provision aimed to modulate the behaviour of the contracted artists —who commercially licensed their image— and minimize any potential damages they could cause to the contractors by engaging in acts in their public and private lives that could impact the smooth running of the contractual program. n Brazil, with the advent of the internet and the widespread communication, the use of image in today s society became more frequent. However, the theoretical development regarding the protection of this clause still appears timid, which led the present work to propose three classificatory keys on the subjective situations protected through these clauses: those that prohibit involvement in illegal acts; those that prohibit the contracted party or contracting party from engaging in amoral situations; and moral clauses that limit (voluntarily) existential autonomy, the latter being the central object of the present study. With the theme delimited, this paper will investigate dual legal situations and personality rights, concluding that Article 11 of the Brazilian Civil Code only prohibits the permanent disposal of personality rights, allowing for their temporary limitation. Thus, based on this conclusion, it is intended to bring validity criteria for moral clauses in which the contracted party voluntarily limits their existential autonomy. Therefore, an analysis of the validity of these clauses will be proposed through their scope, duration, intensity, purpose, voluntariness, and revocability.