{"id":8720,"date":"2022-04-15T09:45:15","date_gmt":"2022-04-15T09:45:15","guid":{"rendered":"https:\/\/promoguy.nl\/gdpr-how-european-regulations-affect-marketing\/"},"modified":"2024-09-25T21:16:38","modified_gmt":"2024-09-25T21:16:38","slug":"gdpr-how-european-regulations-affect-marketing","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2022\/04\/15\/gdpr-how-european-regulations-affect-marketing\/","title":{"rendered":"RGPD: como os regulamentos europeus afectam o marketing"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Promulgada em 2016, a <a href=\"https:\/\/edps.europa.eu\/data-protection\/data-protection\/legislation\/history-general-data-protection-regulation_en\" target=\"_blank\" rel=\"noreferrer noopener\">Regulamento Geral sobre a Prote\u00e7\u00e3o de Dados<\/a> (GDPR) \u00e9 um dos regulamentos mais abrangentes do planeta. Desde a sua cria\u00e7\u00e3o, o estado da prote\u00e7\u00e3o de dados dentro (e fora) da Europa mudou drasticamente. Por exemplo, as empresas gastaram 9 mil milh\u00f5es de d\u00f3lares na prepara\u00e7\u00e3o para a lei e, desde ent\u00e3o, contrataram 500 000 respons\u00e1veis pela prote\u00e7\u00e3o de dados.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O RGPD tamb\u00e9m levou ao surgimento de procedimentos operacionais sem cookies no marketing. Da mesma forma, as empresas fornecem forma\u00e7\u00e3o em conformidade com o RGPD aos funcion\u00e1rios para melhor se adaptarem a estas normas regulamentares.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As altera\u00e7\u00f5es introduzidas pela lei no dom\u00ednio do marketing tamb\u00e9m s\u00e3o not\u00e1veis. O marketing tem dependido muito dos cookies e da recolha de dados, mas com o RGPD isso tornou-se uma perspetiva incerta. De um modo geral, a lei deu aos consumidores mais poder de decis\u00e3o sobre a forma como os seus dados s\u00e3o distribu\u00eddos e recolhidos. No entanto, isto n\u00e3o aconteceu sem alguns abalos no mundo do marketing.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Este artigo abordar\u00e1 o impacto do RGPD no marketing e na comunica\u00e7\u00e3o digital.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">An\u00e1lise da regulamenta\u00e7\u00e3o da Internet e das telecomunica\u00e7\u00f5es<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A letra da lei \u00e9 bastante extensa, mas aqui est\u00e3o os tra\u00e7os gerais do seu objetivo:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Consentimento<\/strong>: As empresas asseguram que a pessoa em causa deu o seu consentimento e foi claramente informada antes da recolha, armazenamento ou transfer\u00eancia de dados (<strong>artigo 6.\u00ba do RGPD<\/strong>).<\/li>\r\n\r\n\r\n\r\n<li><strong>Documenta\u00e7\u00e3o<\/strong>: As empresas devem manter uma documenta\u00e7\u00e3o exaustiva sobre a utiliza\u00e7\u00e3o e o armazenamento de dados (<strong>artigo 30\u00ba do RGPD<\/strong>).<\/li>\r\n\r\n\r\n\r\n<li><strong>Apagamento de dados<\/strong>: Os utilizadores t\u00eam o direito de solicitar a supress\u00e3o dos dados pessoais que se encontram nas m\u00e3os de outras entidades.<\/li>\r\n\r\n\r\n\r\n<li><strong>Altera\u00e7\u00f5es de dados<\/strong>: Os utilizadores t\u00eam direito a altera\u00e7\u00f5es relativas a informa\u00e7\u00f5es inexactas que lhes digam respeito.<\/li>\r\n\r\n\r\n\r\n<li><strong>Objec\u00e7\u00f5es<\/strong>: O titular de quaisquer dados pode opor-se \u00e0 forma como esses dados est\u00e3o a ser utilizados (<strong>artigo 28.\u00ba do RGPD<\/strong>).<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Embora as medidas acima referidas fa\u00e7am parte do acordo, a lei tamb\u00e9m inclui medidas de prote\u00e7\u00e3o espec\u00edficas e o consentimento dos consumidores para o tratamento. Estas incluem garantias de que as empresas cumprem:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>A pseudonimiza\u00e7\u00e3o e a cifragem\/prote\u00e7\u00e3o dos dados pessoais.<\/li>\r\n\r\n\r\n\r\n<li>A capacidade de garantir a confidencialidade, integridade, disponibilidade e resili\u00eancia permanentes dos sistemas e servi\u00e7os de processamento.<\/li>\r\n\r\n\r\n\r\n<li>A capacidade de restabelecer atempadamente a disponibilidade e o acesso aos dados pessoais em caso de incidente f\u00edsico ou t\u00e9cnico.<\/li>\r\n\r\n\r\n\r\n<li>Um processo para testar, apreciar e avaliar regularmente a efic\u00e1cia das medidas t\u00e9cnicas e organizativas destinadas a garantir a seguran\u00e7a do tratamento.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">RGPD e cookies<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-8764\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/04\/regulation-g639364cbd_1280-700x328.jpg\" alt=\"Pol\u00edtica de cookies do RGPD\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Outra \u00e1rea em que o RGPD tem sido bastante not\u00e1vel \u00e9 na forma como <a href=\"https:\/\/www.cookiebot.com\/en\/gdpr-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">lida com cookies<\/a>. Uma vez que os cookies cont\u00eam dados de identifica\u00e7\u00e3o cruciais, o RGPD restringe muitos tipos diferentes de dados de cookies. No entanto, permite as formas cruciais de recolha de cookies, desde que haja consentimento informado, e a recolha de tipos n\u00e3o cruciais com base na escolha do visitante.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Cookies pr\u00f3prios<strong>\u00a0-<\/strong>\u00a0Como o nome indica, os cookies prim\u00e1rios s\u00e3o colocados no seu dispositivo diretamente pelo s\u00edtio Web que est\u00e1 a visitar.<\/li>\r\n\r\n\r\n\r\n<li>Cookies de terceiros - S\u00e3o os cookies que s\u00e3o colocados no seu dispositivo, n\u00e3o pelo s\u00edtio Web que est\u00e1 a visitar, mas por terceiros, como um anunciante ou um sistema de an\u00e1lise.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">RGPD e rastreio de dados com tipos de cookies<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Os cookies recolhem diferentes tipos de dados e o RGPD tem diferentes diretrizes para eles:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Cookies estritamente necess\u00e1rios<\/strong> - Cookies que s\u00e3o essenciais para a navega\u00e7\u00e3o num s\u00edtio Web. Podem permitir o acesso a \u00e1reas seguras. Por exemplo, estes cookies permitem que as lojas Web mantenham o seu carrinho de compras enquanto navega em linha. Geralmente, s\u00e3o cookies de sess\u00e3o de primeira parte. N\u00e3o \u00e9 necess\u00e1rio o consentimento para este tipo de cookies, mas os s\u00edtios devem explicar o que fazem e porque s\u00e3o necess\u00e1rios.<\/li>\r\n\r\n\r\n\r\n<li><strong>Cookies de prefer\u00eancias<\/strong> - Tamb\u00e9m conhecidos como \"cookies de funcionalidade\". Estes permitem que um s\u00edtio Web se lembre das suas escolhas, como a prefer\u00eancia de idioma, dados espec\u00edficos da regi\u00e3o para boletins meteorol\u00f3gicos ou os dados da sua conta para iniciar sess\u00e3o automaticamente.<\/li>\r\n\r\n\r\n\r\n<li><strong>Cookies de estat\u00edsticas<\/strong> - Tamb\u00e9m designados por \"cookies de desempenho\". Estes recolhem informa\u00e7\u00f5es sobre a forma como o utilizador utiliza um s\u00edtio Web, incluindo as \u00e1reas que visitou e as liga\u00e7\u00f5es em que clicou. Estes dados n\u00e3o permitem a identifica\u00e7\u00e3o do utilizador, pelo que s\u00e3o anonimizados. O seu principal objetivo \u00e9 melhorar as fun\u00e7\u00f5es do s\u00edtio Web.<\/li>\r\n\r\n\r\n\r\n<li><strong>Cookies de marketing<\/strong> - Cookies que monitorizam a atividade online, ajudando os anunciantes a fornecer publicidade relevante ou a monitorizar a reprodu\u00e7\u00e3o e as prefer\u00eancias dos an\u00fancios. As organiza\u00e7\u00f5es ou os anunciantes recolhem-nos frequentemente. Trata-se de cookies persistentes e s\u00e3o quase sempre de terceiros.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Sem cozinha<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Estes conjuntos de regulamentos tamb\u00e9m levaram \u00e0 popularidade do direcionamento sem cookies e do rastreio sem cookies. Empresas t\u00e3o grandes como a Apple deixaram de utilizar cookies de terceiros. A publicidade sem as antigas formas de recolha de informa\u00e7\u00f5es abriu novas possibilidades para os anunciantes, especialmente quando se trata de colmatar as lacunas de informa\u00e7\u00e3o com a IA.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Existem v\u00e1rias formas de rastrear ou direcionar sem cookies. A segmenta\u00e7\u00e3o autenticada permite o consentimento informado atrav\u00e9s de um pop-up ou de um formul\u00e1rio de recolha de dados. Estas pr\u00e1ticas podem informar os utilizadores sobre como e porqu\u00ea ocorre a recolha de dados. Obviamente, ao abrigo do RGPD, a utiliza\u00e7\u00e3o do GPS do utilizador est\u00e1 fora de quest\u00e3o.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A segmenta\u00e7\u00e3o an\u00f3nima \u00e9 outra forma de evitar a utiliza\u00e7\u00e3o de cookies. Al\u00e9m disso, n\u00e3o requer o consentimento expl\u00edcito para identificar e seguir os utilizadores. Aplica a segmenta\u00e7\u00e3o contextual ou agregada para permitir que os anunciantes se dirijam a p\u00fablicos espec\u00edficos de forma an\u00f3nima.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As empresas tamb\u00e9m recolhem muita informa\u00e7\u00e3o para extra\u00e7\u00e3o de dados consentida. A diferen\u00e7a reside no facto de permitir que uma empresa utilize armaz\u00e9ns de dados previamente recolhidos em grandes grupos (por vezes at\u00e9 de c\u00f3digo aberto) e depois categorize-os em contextos \u00fateis. Embora tamb\u00e9m existam problemas de privacidade na extra\u00e7\u00e3o de dados, os armazenamentos de dados de uma empresa ou os publicamente dispon\u00edveis podem ser excelentes para a an\u00e1lise preditiva.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Implica\u00e7\u00f5es de marketing<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-8765\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/04\/computer-g0f12cd9a8_1280-700x431.png\" alt=\"Dados de marketing do RGPD\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O impacto do RGPD no marketing est\u00e1 presente em muitas \u00e1reas. <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/internet\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/internet\" >Internet<\/a> a regulamenta\u00e7\u00e3o de conte\u00fados significa frequentemente que a segmenta\u00e7\u00e3o e o rastreio sem cookies s\u00e3o o futuro dentro da UE e durante a comercializa\u00e7\u00e3o para os mercados da UE a partir do exterior. A maior mudan\u00e7a deve ser o fim do consentimento impl\u00edcito (a assun\u00e7\u00e3o autom\u00e1tica de autoriza\u00e7\u00e3o para a recolha de dados).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Os pop-ups de sensibiliza\u00e7\u00e3o para a privacidade em linha s\u00e3o procedimentos operacionais normalizados e as empresas podem ser multadas por n\u00e3o os colocarem. As mensagens em conformidade com o RGPD tamb\u00e9m s\u00e3o necess\u00e1rias para muitas \u00e1reas. Felizmente, muitos s\u00edtios Web geram<a href=\"https:\/\/www.privacypolicies.com\/blog\/gdpr-digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Mensagens de Termos de Servi\u00e7o, pol\u00edticas de privacidade e pol\u00edtica de cookies<\/a> em que se pode basear a sua pr\u00f3pria.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nos termos do RGPD, a lei exige que o consentimento seja\u00a0<strong>granular, afirmativo<\/strong> e\u00a0<strong>livremente dado<\/strong>. Isto significa que a inscri\u00e7\u00e3o de um cliente numa campanha de correio eletr\u00f3nico ou numa campanha de SMS exige o consentimento de cada indiv\u00edduo. Funcionalmente, isto requer a utiliza\u00e7\u00e3o de um mecanismo de consentimento, como uma caixa de verifica\u00e7\u00e3o ou um formul\u00e1rio automatizado.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Por conseguinte, isto significa tamb\u00e9m que qualquer consentimento deve ser f\u00e1cil de revogar pelo cliente. A lei obriga as empresas a acrescentar bot\u00f5es de anula\u00e7\u00e3o de subscri\u00e7\u00e3o aos seus formul\u00e1rios e permite que o cliente exija auditorias de informa\u00e7\u00e3o exaustivas. As empresas podem e devem colocar bot\u00f5es de anula\u00e7\u00e3o da subscri\u00e7\u00e3o nos rodap\u00e9s das suas campanhas de correio eletr\u00f3nico.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Diretrizes de marketing direto<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As medidas de marketing direto do RGPD t\u00eam impacto nas t\u00e9cnicas de marketing por SMS, mensagens de texto e correio eletr\u00f3nico. O marketing eletr\u00f3nico direto \u00e9 atualmente regulado pela Diretiva Privacidade e Comunica\u00e7\u00f5es Electr\u00f3nicas, que geralmente exige um consentimento pr\u00e9vio antes da realiza\u00e7\u00e3o de tais actividades.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-8759\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-12-at-15.04.38-700x555.png\" alt=\"Disposi\u00e7\u00f5es do RGPD sobre marketing direto\" width=\"767\" height=\"608\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\">RGPD Marketing B2B<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tamb\u00e9m se pode perguntar: como \u00e9 que o RGPD afecta as vendas ou a publicidade B2B?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As empresas funcionam como entidades jur\u00eddicas (\u00e0 exce\u00e7\u00e3o dos empres\u00e1rios em nome individual). O RGPD classifica-as como\u00a0<strong>\"assinantes empresariais\"<\/strong>. Consequentemente, as mensagens de marketing direto B2B diferem das B2C na medida em que o envio para endere\u00e7os de correio eletr\u00f3nico de empresas n\u00e3o requer consentimento pr\u00e9vio. No entanto, os remetentes devem identificar-se e fornecer dados de contacto<strong>.<\/strong>\u00a0O RGPD aplica-se \u00e0 recolha de quaisquer dados pessoais dentro da empresa.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Com algumas excep\u00e7\u00f5es, as mesmas regras aplicam-se independentemente de a pessoa ser um indiv\u00edduo ou um indiv\u00edduo que actua a t\u00edtulo profissional. A <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/business\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/business\" >comercial<\/a> contactos ou informa\u00e7\u00f5es que contenham o nome de uma pessoa num ficheiro ou o seu endere\u00e7o eletr\u00f3nico (<em><a href=\"mailto:first.last@company.com\">primeiro nome.\u00faltimo name@company.com<\/a><\/em>), pertenceriam a uma pessoa f\u00edsica e n\u00e3o \u00e0s informa\u00e7\u00f5es do assinante da empresa.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Esperamos que este guia b\u00e1sico esclare\u00e7a alguns equ\u00edvocos comuns sobre o RGPD e forne\u00e7a informa\u00e7\u00f5es \u00fateis.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Se est\u00e1 \u00e0 procura de um parceiro de marketing para a Europa, a Promoguy pode fornecer todo o tipo de servi\u00e7os. <a href=\"https:\/\/promoguy.nl\/pt\/blog\/category\/case-study\/\" target=\"_blank\" rel=\"noreferrer noopener\">Temos uma vasta experi\u00eancia<\/a> na regi\u00e3o.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Enacted in 2016, the General Data Protection Regulation (GDPR) is one of the widest-ranging regulations on the planet. As of its establishment, the state of data protection within (and without) Europe has changed drastically. For example, companies spent USD 9 billion in preparation for the law and have since hired 500,000 data protection officers. The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12902,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[20,13,14],"tags":[289,288,244,287],"wl_entity_type":[47,54],"class_list":["post-8720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cyber-security","category-online-marketing-en","category-trends","tag-cookieless","tag-data-tracking","tag-gdpr","tag-regulation","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>GDPR: How European Regulations Affect Marketing - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"The GDPR regulation has a significant impact on all digital information in the EU. 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