Os impactos da LGPD sobre as estratégias de marketing digital e a consequente efetivação do direito à privacidade dos indivíduos.

Abstract

The advent of the General Data Protection Law (13.709/2018) introduced a new regulatory framework regarding the treatment of personal data in Brazil, promoting significant changes in the dynamics of public and private entities that carry out activities in this field. Although the theme raises questions of different orders, the present work proposes to analyze the impacts of the Law under the digital marketing strategies performed in the business environment, also considering its imminent contribution to the realization of the right to privacy of individuals. For this purpose, an in-depth reading of articles, doctrines and news is used, as well as the Law itself, whose determinant aspects will be addressed for the development of the research.