Google Ads have released a privacy update regarding the Brazillian LGPD (Lei Geral de Proteção de Dados) – a new data privacy law that will apply to businesses inside and outside Brazil, that process the personal data of users located in Brazil.
The new privacy law is due to go into effect 16th August 2020. However with ongoing discussions in the Brazilian government, this may result in a change to this date.
The LGPD carries many similarities with the EU’s General Data Protection Regulation (GDPR), however, it is leaner in comparison.
In terms of territorial scope, the LGPD applies to all companies offering goods or services to data subjects in Brazil, regardless of where they are located.
Failure to comply with the LGPD can result in maximum fines of up to 2% of the company’s Brazilian revenue of up to R$50 million (roughly $12.9 million USD or 11.2 million EUR).’
Provided from cookielaw.org
Google already offers data protection terms under the European General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). With this new privacy update, this will expand to the LGPD (Lei Geral de Proteção de Dados).
Do I need to update my Google Ads Account?
Google Ads will incorporate the LGPD terms into their existing data protection terms, so no action is required from you to accept the LGPD terms, as these terms will already form part of your contract. You don’t have to update anything from your side.
My Google Ads target Brazil – what do I need to do now?
If you think you may be in scope of the LGPD data privacy law, it is recommend that you work with legal advisers to determine if, and how you need to comply with the LGPD. This includes seeking advice on how to use the options Google Ads now offer.
See more information on Google’s Business and Data Compliance site.
Google Ads Resources – LGPD Compliance
Google plan to offer product controls to assist Google Ads customers with LGPD compliance. They have provided resource links for the following platforms;
See privacy.google.com/businesses for information about Google’s data privacy policies.
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