Law 13.709, known as the General Personal Data Protection Law (in Portuguese LGPD), will come into force in 2021, with the objective of establishing clear rules on the collection, storage, treatment and sharing of personal data.
In practice, this means tougher rules on customer data that can be used and companies must justify any customer information (even name and e-mail) according to the law, or run the risk of receiving fines of up to 2 % of your turnover (limited to R$ 50 million for an infraction)