LGPD (Lei Geral de Proteção de Dados) is Brazil’s data protection law, modelled closely on GDPR. It came into full force in 2021 and applies to any business that processes personal data of Brazilian residents — regardless of where the business is based.  For marketing tracking, LGPD means: you need a legal basis (usually consent) to collect personal data from Brazilian users through cookies or tracking pixels. You must be transparent about what you collect and why.

Users have the right to access, correct, or delete their data. Marketing retargeting, behavioural analytics, and ad pixels all fall under LGPD if they process personal data.  Failing to comply can result in fines of up to 2% of the company’s revenue from Brazil operations, capped at 50 million Brazilian Reais per violation. 

How to comply:
Show a LGPD-compliant consent banner to Brazilian visitors. Block marketing and analytics scripts until consent is given. Keep clear records of what was collected and when, and who consented.

Seers.ai supports LGPD compliance as part of its global consent management platform — detecting Brazilian visitors, showing compliant consent banners, and automatically blocking tracking scripts for users who do not consent.