Tratamento de dados e o direito do consumidor : a possibilidade jurídica do tratamento de dados para prática de preços personalizados no e-commerce a partir da lei geral de proteção de dados (LGPD) e à luz da do código de defesa do consumidor (CDC).

Abstract

This study investigates the legal viability of data processing obtained through "cookies" and "big data" for the practice of personalized pricing in e-commerce, from the perspective of the General Data Protection Law (LGPD) and the Consumer Protection Code (CDC). Using the deductive research method, the study analyzes how the increasing production of data impacts electronic commerce and explores the legal and ethical boundaries of personalized pricing based on consumer data. It concludes that despite economic and technological advantages, it is essential to ensure consumer transparency and consent to prevent violations of their rights, promoting a fair and competitive digital market. The research emphasizes the need for effective regulation to balance innovation with the protection of consumer and data subject rights, as well as the need for transparency and security in data processing.