Limites da publicidade comportamental no meio digital

Abstract

This monograph aims approach to behavioral advertising, its effects and the need for specific legislation on the protection of data protection in view of the various problems that currently exist on the privacy of consumers. The goal is to bring more explanations on this type of advertising as used in the virtual environment these days and can be imperceptible to consumers bringing huge losses their purchasing choices. Inside the modern doctrine of the Consumer Law through books and current periodicals were delimited the points on this start advertising bringing an overview of how the right to privacy, as well as the new information society. Still covered for greater understanding of this type of advertising general aspects of advertising. Analysis was done on data protection in the current context of Brazilian law and foreign law the importance of Directive 95/46/EC with its influence on other legislation. Regarding the central theme which is behavioral advertising was observed on its appearance, features, techniques and its main current types. At the end brought criticism of the Brazilian Civil Rights Framework for the Internet had no major changes in regard to protection of personal data in order to avoid this type of advertising illegally, as well as outlined the main points being discussed before the public consultation made by Congress and should be inserted in the draft bill, evidencing the need for legislative update on the issue because on the scene today has an increasingly consumerist population and buying over the Internet making the market advertising is highly dangerous to the imbalance in consumer relations which must be curbed with the publication of the new law to again bring the harmony of consumer relations, that this principle should always apply as recommended by the Consumer Code.