Helping users comply with the Lei Geral de Proteção de Dados (LGPD)

Google has a long history of taking a user-first approach in everything we do. As a part of our commitment to users, we never sell personal information and give users transparency and control over their ad experiences via tools like My Account, Why this Ad, and Mute this Ad. We also invest in initiatives such as the Coalition for Better Ads, the Digital News Initiative, the Google News Initiative and ads.txt in order to support a healthy, sustainable ads ecosystem and help you, our publishers, grow. 

The Lei Geral de Proteção de Dados (LGPD) is a new Brazilian privacy law that is due to go into effect on August 16th, 2020. It applies to the processing of personal data, which can include online identifiers, of users located in Brazil. We are committed to supporting advertisers, publishers, and other partners as they work to comply with the LGPD and will work with them to make this transition as smooth as possible. 

The LGPD shares many concepts with the European General Data Protection Regulation (GDPR) and our products already provide features that customers can use to support their LGPD compliance efforts, including the ability to serve non-personalized ads to users and make other choices about data processing based on a user's geographic location.

This article provides additional details about how we can help assist with your LGPD compliance.

Contract updates

We already offer data protection terms for the GDPR and California Consumer Privacy Act. The GDPR terms reflect Google's status as either a processor or a controller. We will be updating those existing data protection terms to add additional, LGPD-specific terms, effective August 16th, 2020. Google’s status under the LGPD as either a controller or processor will be the same as under the GDPR. The LGPD terms will be incorporated into our existing data protection terms, so no action is required to accept the LGPD terms where the existing data protection terms already form part of your contract.

• Learn more about how we use Ad Manager and Ad Exchange data

• Learn more about how we use data in Google Ads:

  • How Google uses Customer Match data
  • How Google uses remarketing data
  • How Google uses conversion event data

If you use Google advertising products, we encourage you to link to How Google uses information from sites or apps that use our services (e.g., from your privacy policy), which explains how Google manages data in our ads products. Doing so will give users information about Google's uses of their personal data, and assist with compliance with your transparency obligations.

Controls for ads personalization and third-party ad technology providers

In addition to the updated LGPD terms, we plan to offer product controls to assist our customers with their LGPD compliance. You can refer to the below for more information on relevant product features to assist with your LGPD compliance. If you believe you may be in scope of the LGPD, we recommend that you work with your legal advisors to assess whether any changes are required.

Only Ad Technology Providers that have shared a link with Google explaining their data usage, provided certain information, and agreed to comply with our data usage policy will be permitted to serve and measure ads for Brazilian traffic. We will publish the list of Ad Technology Providers that applies to Brazil, together with links to their privacy policies, to ensure publishers can provide transparency to their users, as part of their LGPD compliance.