A publicidade por algoritmo e o direito à privacidade nas relações de consumo

Abstract

The main reason for this work is the analysis of the technological leap that occurred from the last decade of the 20th century to the present day, especially with regard to the change in marketing strategies in the information society, with the wide use of the technique of behavioral advertising based on algorithms apprentices and processing of personal data of consumer users, comparing the application of the mechanism by technology giants with the fundamental right to privacy. In order to analyze the application of this system and discuss violations of the aforementioned right, the rights derived from the right to privacy were used as guidelines, which were outlined for consumer protection in the context of the Internet, as well as the foundations and principles that support such rights, exposed in national normative institutes relevant to the topic. The method used a deductive one in a qualitative approach, with the observation of the functioning of the advertising in question supported by literature review, with a theoretical framework containing concepts, data and theories, present in physical and digital documents.