PRIVACY AND THE PROTECTION OF PERSONAL DATA ON THE INTERNET UNDER THE LIGHT OF PERSONALITY RIGHTS IN THE ERA OF SURVEILLANCE CAPITALISM

With the great advance of the Internet in the modern world, and the immense amount of information circulating on the networks, the boundaries between privacy and publicity become increasingly imperceptibles, so that, frequently, constitutional principles, such as the inviolability of private life, are visibly disrespected by large technology companies, which nowadays have their users as their main product. In this regard, the present article, in addition to analyzing the policy of these several big techs, also uses the deductive method through books and scientific articles, proving how this data capture procedure occurs and demonstrating the importance of respecting the rights of the personality that are elapsed and explained throughout the text. Finally, it was concluded that Brazilian legislation is still in an embryonic state and is often ineffective in embracing and inspecting the numerous acts practiced by these companies on the internet, given that it has not been able to develop with the speed that this instrument made.