Ads on Social Networks: Will the LGPD End Them?

Consumers are increasingly connected, sharing their experiences with their friends in the online world and using social networks as a research tool for potential purchases.

Ads on Social Networks: Will the LGPD End Them?

Ads on Social Networks: Will the LGPD End Them?

As a result, companies take advantage of these opportunities to present their products and services on these digital platforms, meeting their customers.

For this meeting to happen efficiently, many digital marketing professionals use techniques to optimize these deliveries in search of the best results. But, a movement in the technology universe can put this activity at risk: the LGPD.

Let’s remember a little about the LGPD

One of the most commented subjects in recent days is the legislation mentioned in the title of this text; The General Data Protection Law (Law No. 13,709), entered in August 2020 and its main objective is to regulate the capture and processing of personal data in the country, with more rigor and attention.

The focus is on protecting personal data and monitoring to prevent misuse. As strange as it may seem, it is very common for the user to accept the terms of access of a certain site without even reading it, thus authorizing the collection of personal data that can be used for commercial purposes.

Now, with the law in force, the only data that may be required from users for access will be e-mail, delivery address and password for login. Any information that falls outside the scope may only be collected with public consent.

Ads on social networks from these changes

To create a strong online marketing strategy, it is necessary to have data about the potential audience to be reached by the campaign. When you have a well-defined segmentation (by region, age, interest, gender, among others), the advertiser’s chance to find his ideal customer increases, making the flow of the sales process happen in an optimized way.

With the restrictions imposed by the LGPD, this type of targeting proposed by ads on social networks ends up being limited, drastically reducing their deliveries.

In the online universe, updating is essential

With the LGPD in action, giant platforms responsible for expressive numbers in digital marketing ads – such as Facebook and YouTube, for example – are already studying and putting into practice ways to adapt these demands to the new reality.

Now, the visitor must be informed about the installation of cookies with the aim of collecting data, in addition to the destination of this action (even if they are used in remarketing).

New behaviors call for more responsibility

It is worth mentioning that this regulation comes at when the number of cases of people who have suffered scams for having their personal data used improperly has grown considerably, triggering an alert for everyone who takes advantage of this technology called the internet.

On the user’s side, there is the right to change their personal data and request the deletion of this information at any time. It is important to remember that every right is accompanied by duties and it is up to the visitor to be aware of LGPD updates, understanding what these changes mean in practice in their daily lives.

And on the side of companies and the marketing market, there is the challenge of finding new efficient solutions without violating the new guidelines of Law 13,709.

Bottom line: It’s not the end of digital ads. So, how was the end of television when the internet arrived. What will be needed is a review of current processes, a reformulation of strategies and new ways of getting important information from the public, in a way that does not harm the right of any of the sides involved in this story.

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