THE CHALLENGES OF CONSUMER PROTECTION IN ELECTRONIC COMMERCE

Abstract

E-commerce in Brazil has experienced impressive growth, providing consumers with access to a wide range of products and services with ease and convenience. However, this digital transformation has also brought significant challenges in terms of consumer protection. This article examines the key challenges faced by Brazilian consumers when making online purchases and the necessary measures to address them. One of the most pressing challenges is data security. Consumers in Brazil are increasingly concerned about the security of their personal and financial information in online transactions. It is crucial for companies to adopt robust cybersecurity measures and comply with the General Data Protection Law (LGPD) to protect consumer data. The spread of misleading or false information is also a concern, with products being advertised deceptively. Regulatory authorities in Brazil must play a proactive role in overseeing and regulating online advertising practices. In summary, as e-commerce continues to grow in Brazil, consumer protection is of paramount importance. Data security, clarity in return policies, combating misinformation, and updating legislation are key areas that require constant attention to ensure a safe and fair online shopping experience for Brazilian consumers.