Online sales and LGPD: is your brand compliant with digital legislation?

In recent years, e-commerce has established itself as one of the most important channels for fashion brands, expanding the reach of collections and the consumer experience. However, this growth brings with it a series of legal responsibilities, especially regarding the use of customers' personal data.

The General Data Protection Law (LGPD) establishes clear parameters for how data should be collected, stored, processed, and shared. From basic information such as name and email address to sensitive data such as consumer preferences and location, everything must comply with the law. This includes the need for explicit consent, clear privacy policies, and transparency in company practices.

Furthermore, many e-commerce companies work with third-party platforms, influencers, and suppliers that also handle user data, which requires a well-designed contractual structure with specific clauses that protect the brand and avoid undue liability.

Another crucial point: in the digital environment, a brand's visual identity and name are exposed to a wide audience, which increases the risks of copying, unfair competition, and misuse by third parties. Therefore, registering a trademark with the INPI (Brazilian Institute of Industrial Property) and protecting its intangible assets is not a mere detail: it is a strategic necessity. Without this protection, the brand may lose the right to its own name and face complex litigation.

In sensitive situations such as data breaches or disputes with consumers, the lack of specialized legal counsel can lead to immense losses, both financial and reputational.

At Carolina Lago Advocacia, we understand the specificities of the e-commerce sector in the fashion world and offer comprehensive legal advice to securely structure your brand, protect data, draft strategic contracts, and ensure your operations are aligned with current legislation.

If you want to grow responsibly and with a long-term vision, start by protecting what matters most: your brand.