LGPD e direito à privacidade em meio a sociedade do consumo: o tratamento dos dados pessoais no comércio eletrônico a partir do pseudoconsentimento do consumidor

Abstract

The fragility of the consumerist through the use of your personal data in the digital environment, which gives rise to the necessity of a legal instrument to regulate the processing of data, thereby it was sanctioned the General Data Protection Law (GDPL). Given this scenario, it remains established as a study problem the following questioning: how does the processing of personal data influences the increase in online consumption? To answer that, hypotheses are raised that the sharing of personal data between companies can lead to a major price coordination and commercial practices, which can result in higher prices for consumers. The availability of personal data can also give rise to new business models based on the exploitation of personal information, such as selling data to third parties. The present study has the purpose of analyze the consequences of the indiscriminate use of data and the way of processing personal data in e-commerce by companies. To this end, bibliographical and documentary research was used in the descriptive and exploratory procedures, with a deductive approach. Based on this analysis, it was concluded that inadequate handling of personal data lead to losses to data subjects and, consequently, to consumers-user, therefore, the National Data Protection Authority (NDPA) and the General Data Protection Law (GDPL) are indispensable to ensure the proper processing of personal data, contributing to the prevention of economic abuses, mainly the market dominance practices through advertisements, based on the processing of personal data.