THE IMPACT OF THE USE OF PERSONAL DATA IN ELECTIONS: PERSPECTIVES ON THE PROTECTION AND INTEGRITY OF THE ELECTORAL PROCESS

Abstract

This work examines the impact of the use of personal data in Brazilian election campaigns, focusing on the implications for voter privacy and the integrity of the democratic process. With the advent of big data technologies and microtargeting techniques, candidates and parties have increasingly tailored political messages to individual voters, raising concerns about electorate manipulation and informational inequalities. The Brazilian General Data Protection Law (LGPD), enacted in 2018, emerged as a regulatory framework to protect citizens’ data in the electoral context; however, its effective application faces challenges given the lack of campaign-specific regulations and enforcement difficulties. Through qualitative research and documentary analysis – including relevant legislation (LGPD and electoral norms) and a case study of the 2018 elections – this study investigates the extent to which the intensive use of personal data can affect voters’ freedom of choice. The findings indicate that, although Brazilian law has advanced in safeguarding personal data, gaps remain that allow potentially abusive practices. In the conclusion, we discuss proposals to improve the legal framework in order to ensure the protection of voters against the improper exploitation of their information and to preserve the legitimacy of the electoral process.