Surveillance capitalism and the general data protection law

Anonymization and consent

Abstract

The information that companies extract from its consumers in most cases go beyond the simple acquirement of record or contact data, once the advances of technology under the informational capitalism has produced a growing demand on personal data of the citizens around the world. The tools used in data extraction and analysis and facial recognition are more developed and being used by big companies to codify and monetize the human behavior. In Brazil, the new data protection law applies a series of enforcements to the market in general, aiming to protect privacy. This article analyses if the data protection law mechanisms (data anonymization and user consent) in fact do ensure brazilian citizens’ fundamental rights in the surveillance capitalism that challenges democratic norms.