Neuromarketing e privacidade mentalanálise dos standards internacionais e desafios regulatórios

Resumo

This research aims to identify and systematize regulatory best practices for protecting the mental privacy of individuals subjected to neuromarketing practices, based on an analysis of international and domestic human rights standards. The methodology consisted of a critical review of the scholarly literature, international instruments, regulations, and applicable laws currently in force. The research highlights that neurotechnologies—particularly devices that enable access to and interaction with the brain—have advanced significantly, driven by substantial investment and the growth of scientific publications and patent filings, especially in the United States and Europe. The analysis focuses on so-called noninvasive brain–computer interfaces (BCIs), mobile devices capable of capturing neurodata—i.e., sensitive information derived from brain activity that can reveal emotional states, intentions, and mental patterns. The commercial use of such data raises serious ethical and legal concerns because the core human rights instruments, including the Universal Declaration of Human Rights and the International Covenant on Civil and Political Rights, do not directly address the specificity and heightened sensitivity of neurodata. Data protection frameworks such as Brazil’s General Data Protection Law (LGPD), the California Consumer Privacy Act (CCPA), and the EU General Data Protection Regulation (GDPR), while designed to protect personal data, contain no explicit provisions clarifying their applicability to neurodata. The European Union’s AI Act, in turn, represents a meaningful step forward by establishing mechanisms for risk assessment related to the use of AI-based technologies. The research shows that mental privacy— understood as the right to control access to one’s thoughts and brain activity—is increasingly threatened by the indiscriminate collection and use of neurodata. In response, the study proposes regulatory guidelines and compliance models to support the development of a protective framework for mental privacy, and it recommends legislative reforms and public policies that recognize the unique nature of neurodata, ensure informed consent, guarantee transparency and security in the use of brainderived information, and foster international cooperation. The study concludes that existing standards are insufficient to provide effective protection of mental privacy and that a new international and domestic regulatory framework is needed to address the challenges posed by rapid advances in neurotechnologies.

Ficha do documento

Tipo

Dissertação

Ano

2025

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38103

Temas

Políticas PúblicasTecnologiaDadosGovernança

Palavras-chave

Privacidade mentalNeurodadosNeuromarketingDireitos humanosCompliance digitalRegulação de neurotecnologiasBrain-Computer Interfaces (BCIs)Mental privacyNeurodataHuman rightsDigital complianceNeurotechnology regulationDireitoProteção de dados - LegislaçãoPrivacidade de dadosDireito à privacidadeInterface cérebro-computador