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Find out what changes with the General Data Protection Act

The General Data Protection Law (LGPD) came into effect last Friday – September 18th – making Brazil one of the 101 nations in the world to have specific and well-defined rules associated with the processing of personal data of Brazilian citizens or who are in the country.

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The legislation defines data processing as any operation carried out with personal data, from collection, through use and storage, to distribution, modification and deletion. In addition, it determines a series of issues related to data, such as their categorization, granting more autonomy to holders, hypotheses of collection and treatment, detailing of special conditions for sensitive data, definition of obligations of private companies and public bodies, as well as penalties in case of non-compliance with the rules.

The LGPD also provides for the formation of the National Data Protection Authority (ANPD), a body associated with the federal government that will be responsible for overseeing the application of the law and applying punishments to those who disrespect it. However, this body does not yet exist.

What is the obligation of companies with the General Data Protection Law

When collecting data, companies need to inform the purpose. The law anticipates a series of obligations for organizations that need to keep records of all treatment activities, so that they can be known through the request of the holders or verified in case of irregularities by the National Authority. When organizations receive a request from the holder, the response must be given within 15 days.

Organizations need to take measures to ensure data security and notify the data subject in the event of an incident. This determination applies to all those responsible for the treatment network. If a controller manages data to someone, he may be held responsible and will have to bear the damage.

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General Data Protection Law: sanctions and inspection

The General Data Protection Law lists a series of sanctions in case of violation of the established norms, among them:

– Warning, with the possibility of corrective measures;

– Fine of up to 2% of billing with a limit of up to R$ 50 million;

– Blocking or deletion of personal data related to the irregularity;

– Partial suspension of the operation of the database;

– Partial or total prohibition of the processing activity.

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  5. The new way of the consumer
  6. The Marketing Paradox for Connected Consumers
  7. Power shift to connected consumers
  8. How to create inclusiveness and sustainability for society
  9. How to make technology more personal, social and experimental
  10. The same strategy does not work for everyone
  11. Industry archetypes and best practices
  12. Customer experience (CX) – Machines are cool, but humans have emotions
  13. Human-centric marketing for brand attraction
  14. Omnichannel marketing for brand engagement
  15. Content marketing for brand curiosity
  16. Engagement Marketing for Brand Affinity
  17. Data-Driven Marketing – How to Create a Data Ecosystem for Better Target Market Selection
  18. Predictive Marketing – How to anticipate market demands with proactive actions
  19. Contextual Marketing – How to Create a Personalized Perception-and-Response Experience
  20. Augmented Marketing – How to deliver human interactions empowered by technology
  21. Agile Marketing – How to Run Bigger, Agile Operations

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