LGPD no marketing digital: uma reflexão necassária

Abstract

The rise of the digital economy has transformed personal data into one of the most valuable resources for contemporary market strategies. In an increasingly digital society with a growing volume of data, adherence to data protection regulations has become crucial, leading to the enactment of the General Data Protection Law (LGPD) in Brazil. This study's research problem was to understand the impacts of LGPD on companies' marketing strategies. The general objective was to ascertain how LGPD affected marketing strategies by identifying legal changes, evaluating adaptation strategies, and transparency actions. The methodology employed was qualitative bibliographic research, analyzing articles, books, and monographs published between 2020 and 2025, using platforms like SciELO and Google Scholar. The main results indicate that LGPD redefined the company-consumer relationship, demanding explicit consent and transparency, transforming data usage from a valuable asset into a responsibility. Companies face adaptation challenges, especially smaller ones, needing to restructure processes and invest in data governance. However, LGPD compliance emerges as a competitive advantage, strengthening consumer trust. It is concluded that LGPD drives a paradigm shift toward more ethical and user-centric marketing practices, reinforcing the importance of corporate education and multidisciplinary integration to ensure data security and privacy.