The world is constantly changing. In recent decades, we have seen an exponential evolution of information technology. The processing capacity of chips doubles every two years and the speed of internet connections is also growing at a similar rate. Never before have we been able to capture and store so much information and data.
Previously exploited in a precarious manner, data has now become perhaps the most valuable asset for the world’s largest companies. Data collected from computers, tablets, smartphones, smartwatches, security cameras and any other connected device is used to personalize product offerings, suggest services, provide more relevant information and make people’s lives easier.
Naturally, however, the use of data has evolved so rapidly that abuses have begun to occur and privacy violations have become a headache for individuals and companies. Thus, in recent years, legal regulations have been created in several countries to limit the abusive use of this resource.
The most emblematic were the GDPR (General Data Protection Regulation), introduced in the European Union in 2018 and the CCPA (California Consumer Privacy Act), also from 2018.
In Brazil, the General Data Protection Law (LGPD) was created — a law that will come into effect in August 2020 and aims to protect the personal data of individuals against the use of such data without consent and against unauthorized leaks and sharing. Therefore, as of this law, many things must change for digital marketing professionals. Understand how this can impact your business.
Will collecting data become a prohibited practice after the General Data Protection Law?
Collecting data itself will not be a prohibited practice from August this year. Objectively, what will change is the way in which this can be done.
Indiscriminate data collection comes up against issues of invasion of privacy, and therefore, it has become in the public interest to partially limit it.
There have been cases, for example, of companies using data collected online without users’ consent.
With this in mind, regulations were designed to ensure safer and more private access to the internet. In order to protect internet users.
The Law will protect personal data
The LGPD was sri lanka phone number list designed to protect the personal data of internet users. And the first step towards this is to conceptualize as clearly as possible the exact meaning of this term.
“Personal data” refers exclusively to data that can be linked to an identifiable natural person.
Examples of personal data include a person’s name, their CPF number and their telephone or cell phone number.
This data, after the LGPD comes for users at different levels into force, cannot be used or collected without prior authorization and knowledge of internet users.
How digital marketing can be affected by the General Data Protection Law
Digital marketing has evolved impact your digital marketing strategy considerably in terms of the use of data for commercial purposes. And it is precisely to regulate the use for these purposes that the LGPD was created.
Therefore, the use of b2c fax data obtained illegally directly or via third parties will be subject to punishment.
Therefore, from the moment the LGPD comes into force, customers and Internet users in general must be notified more explicitly about how their data is being collected and planned to be used.
Furthermore, anyone can revoke the data provided, thus preventing it from being used. Likewise, any data can be changed at any time by the person who provided it.
The terms of use will therefore need to be impact your digital marketing strategy more specific and understandable for users. This will prevent, at least in part, the acceptance of the terms on impulse.
Don’t worry! You can still use and collect data
The use and collection of data will not cease to be enforced just because of the LGPD. It is still possible to do all of this responsibly without the risk of receiving sanctions and punishments.
The greater the limitations, the greater the need to think of creative strategies that are within the Law.
Changes in the world do not need to be seen as potential problems, but rather as great opportunities for innovation.