The Protection of Consumer’s Personal Data and the Electronic Geodiscrimination Practice

• Main Authors: Bárbara Guerra Chala, Cíntia Burille, Lucas Moreschi Paulo
• Format: Article
• Language: Portuguese
• Published: Universidade Federal de Uberlândia 2021-09-01
• Series: Revista da Faculdade de Direito da Universidade de Uberlândia
• Subjects: consumer; discrimination; geopricing; geoblocking; general data protection law
• Online Access: http://www.seer.ufu.br/index.php/revistafadir/article/view/62777
• ISSN: 2177-4919; 2178-0498

The purpose of this study is to analyse the General Data Protection Law for the Protection of Personal Data from the perspective of the protection of the consumer's personal data, with a view to ascertaining the main aspects of the legislation and verifying its impacts in relation to geopricing practices and geoblocking. To that effect, it begins by addressing the principles of the new legislation that inform the activity of processing personal data. Right after, the main axes of structuring the law are presented, focusing on aspects that concern the processing of consumer data. Finally, the practices of geodiscrimination will be examined, with the effect of assessing the legal treatment in relation to such techniques and how they may be affected after the entry into force of the General Data Protection Law. For that, the hypothetico-deductive methodology and the bibliographic research technique were adopted. Thus, it is observed that new data protection legislation added to the protection of consumers' rights in relation to the practices of geopricing and geoblocking, insofar as the standard was designed to prevent the disinformation of the personal data holder on the purpose of the treatment of your information and the illegitimate treatment of personal data, as well as covering the possibility of redressing the consumer who holds personal data if he experiences damage.