A (in)efetividade da proteção jurídica do consumidor digital frente às novas práticas de tratamento de dados pessoais

Abstract

The intensification of the use of digital technologies has transformed consumer relations, expanding access to goods and services while also increasing legal risks for consumers. Electronic fraud, the collection of personal data, targeted advertising, and complex digital contracts highlight consumer vulnerability in the virtual environment. This study aims to analyze the protection of consumer rights in the digital context in light of the Consumer Defense Code, the Civil Rights Framework for the Internet, and the General Data Protection Law. A qualitative methodology was employed, using an exploratory-descriptive approach and a deductive method, based on a literature review and normative analysis. It is concluded that, although the Brazilian legal system provides relevant consumer protection instruments, challenges remain regarding the effectiveness of these rules in the face of rapid technological developments, requiring more appropriate interpretations and public policies focused on transparency, security, and balance in digital consumer relations.