On March 25th, Privacy Tools presented another free online event about the General Data Protection Law (LGPD). The discussion featured Aline Deparis (Privacy Tools), Giovanna Ventre (Google Brazil), Marcilio Braz (Privacy Academy), and Rodrigo Fraga (Caixa Seguradora).
The goal of the event, called "LGPD in Marketing Strategy," was to share knowledge based on the experience of recognized professionals in the field of Privacy and Marketing.
The initiative was part of a series of events that are available for viewing on Privacy Tools YouTube channelPrevious events have addressed compliance, experiences, and opportunities brought about by the LGPD (Brazilian General Data Protection Law) with various professionals who deal with data protection in some way.
Brazilian companies are learning.
During the event, Giovanna Ventre commented that companies operating internationally already have an advantage when it comes to compliance. “Companies with a global reach already have some expertise, albeit preliminary, in these data protection laws. These companies have already gone through this learning process, through trial and error, testing specific flows and services.”
Regarding learning, Marcilio Braz commented on the confusion that still exists between the roles of data operator and data controller. According to the founder of the Privacy Academy, there is a view that the operator is the employee and the controller is the company owner, but that "this is one concept; there are several."
Regarding users, Braz says that companies “have to make the Brazilian public understand that they have this option (of privacy). As long as we don't also have the other side, which is 'what bad things can happen with the misuse of data?', the user will care little. It's good to make people understand the not-so-pretty side: why do we need regulation? If we don't show the harmful effect, people won't value it.”
Anonymous browsing is important for privacy.
Regarding his experience at Caixa Seguradora, Rodrigo Fraga emphasizes that there was already a concern about data, given that it's in the insurance and finance sector. “In a large company, you have many partners and you need to know if the data is being used properly. Here, we base our approach on digital marketing principles regarding anonymity. All traffic is anonymized from the start. User behavior categorizes them into segments. If they accessed the logged-in area, then we understand that they are a client. Not knowing the specific person helps us ensure that we are not violating their privacy,” Fraga explained.
Regarding anonymous browsing, Giovanna emphasizes that it's all a matter of user choice. “Even on our platforms, you can disable ad personalization based on your behavioral profile. This sense isn't so ingrained in the Brazilian mindset; it's about choice. They can disable the features they want and disable the ones they don't. The idea is to give the user the option of having personalized ads if they want them,” she reiterated.
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