PROCESSO DE ADEQUAÇÃO DO SITE DO MERCADO LIVRE À LEI GERAL DE PROTEÇÃO DE DADOS PESSOAIS (LGPD)

Abstract

The Brazilian General Data Protection Law (LGPD) established guidelines for the processing of personal data in Brazil, requiring organizations to adopt measures that ensure privacy, information security, and the protection of data subjects' rights. In this context, this study aimed to analyze the process of adapting Mercado Livre's website to the requirements of the LGPD, identifying the main practices implemented, the challenges encountered, and their impacts on legal compliance and user experience.

The research is characterized as qualitative, exploratory, and descriptive, based on bibliographic and documentary research, a case study, and field research conducted with companies located in the region of Acreúna, Goiás, Brazil. The analysis addressed aspects such as privacy policies, cookie management, consent mechanisms, information security, data subjects' rights, and data governance. The results indicate that Mercado Livre demonstrates a high level of compliance with the principles established by the LGPD through accessible privacy policies, consent management mechanisms, and investments in information security.

On the other hand, the field research revealed that local companies still face significant challenges, including limited knowledge of the legislation, financial constraints, lack of specific tools, and technical difficulties in implementing compliance measures. It is concluded that compliance with the LGPD is a continuous process that requires investments in technology, governance, organizational training, and awareness, contributing to the protection of personal data, strengthening users' trust, and promoting responsible digital governance.