LGPD is the acronym for the General Law on the Protection of Personal Data. The Law establishes guidelines for the collection, processing and storage of personal data. It was inspired by the GDPR (General Data Protection Regulation), which is already in force in the European Union.
The regulation has a major impact on companies and consumers. Here in Brazil, it comes into effect on August 16, 2020. And, regardless of the segment of activity or the size of the company, it is necessary to adapt.
But what needs to change? And, most importantly, what are the impacts of LGPD on marketing strategies ?
Continue reading this article and understand it in a simple and objective way!
Do I need to worry about LGPD?
First of all, see if your company fits into any of these situations:
You collect customer data to send emails, promotions or canada phone numbers list other types of relationship actions.
You collect data through the website or applications to sell products and services.
You analyze customer behavior to suggest specific content/offers.
You maintain employee data and use it to pay salaries.
You outsource the collection, storage and/or processing of personal data.
If the answer was “yes,” it’s a sign that the LGPD will have an impact on your business. Therefore, you need to start preparing as soon as possible to avoid being punished.
It is worth mentioning that penalties can reach fines of up to 2% of annual revenue, with the limit being R$50,000,000.00 per infraction.
The impacts of LGPD
With the LGPD, the entire company structure will have to adapt: from Marketing to IT and sales.
Furthermore, the law requires the company to have or hire a professional responsible for data protection. This person will be the consumer's focal point and must report any incidents caused to the data to the ANPD – National Data Protection Authority (of the Federal Government).
It is also important that all internal processes are aligned and clear. After all, if a customer asks anyone in the company what is done with their data, that person must be able to answer.
Where to start?
First of all, it is important to start with a diagnosis regarding the use of data in the company. And this activity must be carried out by a professional with legal knowledge of the LGPD.
It is also important to have the support of a specialized technology company. This way, you will better understand how data is collected, stored and used.
From there, it is possible to have a view of the company's weak points and then draw up an adaptation plan.
Change must still involve processes, people, tools and systems.
What to change?
With the LGPD, it is important to create and optimize procedures involving data. In other words, define how data is collected and used, rely on security tools and have audit mechanisms.