Digital trade and data protection

the age of Big Data

Abstract

The development of consumer relations in digital media was growing in the last decades, but in the last year due to the pandemic caused by Covid-19, we observed a paradigmatic change in all human relations with the use of technology. The Big Data, a phenomenon that has been studied a lot in the last decades, gains a greater perception in view of the great variety of data and information that are left daily by millions of internet users. In this sense, the study sought to analyze the changes triggered in consumer relations, in face of the intense data sharing and collection, as well as verifying how the recent General Data Protection Law can contribute, together with the other normative diplomas, to a new understanding and the improvement of the defense of basic consumer rights and what are the challenges to be faced. For this purpose, the deductive reasoning method and bibliographic and documentary research techniques were used. The results of the research inform that the Brazilian data protection law, despite having subsidiary application to the Consumer Protection Code, brought a new perspective on basic rights, giving a new interpretation of the rights to privacy, equality in hiring, opposition to abusive practices, as well as greater security in commercial relations.