Desafios éticos e legais associados ao uso de dados pessoais na publicidade direcionada: uma revisão sistemátca de literatura

Abstract

In today's increasingly networked society, discussions about privacy and personal data protection are growing. In this context, this study sought to identify the ethical and legal challenges associated with the use of personal data for targeted advertising. To this end, a Systematic Literature Review was conducted using the CAPES Journal Portal and Web of Science databases, resulting in the selection of seven relevant articles for analysis. The results showed that targeted advertising uses algorithms and artificial intelligence to separate users in a very specific way. This makes campaigns more efficient, but also poses serious risks, such as manipulation, discrimination in algorithms, and the exposure of more vulnerable individuals. Even with legal regulations such as the General Data Protection Law in Brazil and the General Data Protection Regulation in Europe, data protection only truly works when companies apply these rules correctly and when users know and understand their rights. The study shows that personal data protection depends on a balance between technology and ethics, which involves transparency, clear consent, and user awareness. Only in this way can we ensure more responsible, fair, and secure advertising practices for everyone.