Recently, the creator of Facebook, Mark Zuckerberg, testified to US senators about the leak of information from users registered on the platform. In more than five hours of testimony, he had to explain how the social network reacted to the data leak of 87 million users by political consultancy Cambridge Analytica.
The scandal caused changes in the social network, which promised to maintain a more direct relationship with the user in terms of advertising. They declared that they will change their policy on access to user information and will start asking for explicit consent from Internet users. This includes targeted advertisements that may be posted on your profiles, storing information deemed sensitive in the network’s database, and using facial recognition technology.
“The service is responsible for providing the user with all the clarifications and rules necessary for the full use of its platform, preventing or minimizing the risks of lawsuits, in addition to avoiding attrition between the parties”, comments Edgard Dolata, a lawyer specializing in business law.
Marco Civil da Internet: a measure to protect the user?
Not long ago, the Marco Civil da Internet (Law 12.965/14) was widely discussed by the Executive and Legislative of the country, as a way to regulate the laws of the virtual world. Marco clarifies the user’s rights and guarantees, such as access to clear and complete information about the use of personal data, which can only be disclosed with the express authorization of the customer.
When talking about a website or a social network, for example, it is necessary to consider the capacity of millions of people using the service at the same time. “Therefore, it is necessary to have this regulation. When the user reads the contract, he becomes aware of what is allowed and what is not. Because of this, it becomes able to decide if it wants to accept what the site proposes and has the freedom not to be surprised by the possible consequences of an attitude that could violate the terms”, points out Maira Hess, specialist in digital marketing and Marco Civil Internet and founding partner of Marketing Buzz Station.
‘But I swear I didn’t know!’
Have you ever heard that it’s possible to get rid of a problem by claiming that you didn’t know the rules before? Well know that, legally, this is not possible. Art. 3 of the Law of Introduction to the Rules of Brazilian Law brings the prohibition of non-compliance with the law based on their lack of knowledge.
READ IN FULL: CLICK HERE