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The Lei Geral de Proteção de Dados (LGPD) is a new Brazilian privacy law that came into effect on September 18, 2020. While enforcement powers by the Brazilian DPA are postponed to August 1st, 2021, the LGPD can still be enforced by other governmental authorities, such as public prosecutors and consumer protection agencies, who can apply sanctions based on the Civil Code and the Consumer Protection Code.

Terms & contractual protections

Google already offered data protection terms for its Ads products under the European General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) at the time of LGPD coming into effect. After updating the existing Ads data protection terms to add LGPD-specific terms in mid August 2020, Google recently consolidated the LGPD obligations into the main body of the Ads data protection terms, deprecating the LGPD-specific terms. For clarity, such change was not a material change from Google´s commitments under LGPD, but an expansion of commitments that already applied consistently in connection with European data protection legislation, the Brazilian LGPD and US state privacy laws to all customers, regardless of their jurisdictions.

More about LGPD

In addition to the Ads data protection terms, we offer product controls that our Ads customers may utilize as part of their LGPD compliance strategy. If you believe you may be in scope of the LGPD, we recommend that you work with your legal advisors to determine how to comply with the LGPD, including how to use the options we offer.

Resources for publishers & advertisers