Digital marketing today is the best way to boost any business. Through well-executed marketing strategies, a company can strengthen its positioning, its brand, create connections with its customers, and consequently increase its sales.
However, it is important to know that the digital marketing strategies In addition to being effective, they need to comply with the guidelines stipulated by General Data Protection Act.
What is the LGPD, Brazil’s General Data Protection Act?
The General Data Protection Law (LGPD) was approved in 2018 and came into effect in 2020.
This law was created to regulate the processing of personal dataThis prevents companies from selling this data to other companies for use in targeting their marketing strategies, and also protects the data owner from the vulnerabilities of internet use and potential risks. scams resulting from leaks.
But what does this law have to do with marketing?
To create a digital marketing strategy that complies with the law, it is necessary to analyze all stages of the process, starting with how the prospecting of potential clients will be done.
From online forms to landing pages for capturing and automating emails, everything must comply with the LGPD (Brazilian General Data Protection Law).
It is also important to conduct a thorough analysis of the collected data to verify that everyone has given their consent up to that point, because Consent is one of the most important guidelines of the LGPD (Brazilian General Data Protection Law).
Another essential point is the cookie collection Your website needs to display banners and notices about data collection via cookies, explaining what they are, what this data will be used for, and providing an option for the user to accept or reject this data collection.
We also pack any The marketing strategy communication should include an option to unsubscribe. If the customer wishes to stop this communication, the user has the right to withdraw their consent at any time, and companies are required to provide users with a simple way to do so.
The data subject also has the right to know with whom their data is being shared, and it is the company's duty to inform them of the consequences if they do not provide their data, such as limitations in their experience using the services. However, it is also important to emphasize that... The company is prohibited from blocking access to any type of public content without justification in an attempt to "force" the user to give their consent.
What happens if the adaptation is not done correctly?
Companies that fail to comply with the law – and this includes all sectors that handle personal data – will have to face the consequences.
The LGPD (Brazilian General Data Protection Law) establishes sanctions that can range from a fine of 2% of the company's revenue to a complete ban on activities related to data processing.
The agency responsible for this oversight and the application of sanctions is the ANPD (National Data Protection Authority), which is now an autonomous agency, just like ANVISA, for example.
