---
title: "LGPD"
description: "The LGPD (Lei Geral de Proteção de Dados, Law 13.709/2018) is Brazil's general data protection law, which sets the lawful bases, consent rules and data subject rights that apply to business messaging to Brazilian numbers."
canonical: "https://omnichannels.ai/glossary/lgpd/"
language: "en"
updated: "2026-11-06"
publisher: "BroadNet Technologies"
brand: "OmniChannels.ai"
---

# LGPD

Canonical: https://omnichannels.ai/glossary/lgpd/
Language: en
Publisher: OmniChannels.ai by BroadNet Technologies

**Definition:** The LGPD (Lei Geral de Proteção de Dados, Law 13.709/2018) is Brazil's general data protection law, which sets the lawful bases, consent rules and data subject rights that apply to business messaging to Brazilian numbers.

The LGPD applies to personal data processing in Brazil, and a phone number on a send list is personal data. There is no single bulk SMS statute in Brazil, so a sender combines Anatel and operator rules, consumer protection and the LGPD.

Article 7 lists the lawful bases for processing, including consent and the controller's legitimate interests. Legitimate interest is balanced against the person's rights and is harder to rely on for unsolicited marketing, so most senders choose consent for promotional SMS.

Article 8 sets the consent rules. Written consent must be in a highlighted clause, the controller bears the burden of proving consent, generic authorisations are void, and people can withdraw consent through a free and facilitated procedure. In practice, keep the wording, timestamp, channel and number for every opt-in, and offer a simple STOP or SAIR reply.

The national authority, the ANPD, enforces the law. Article 52 allows administrative sanctions including a simple fine of up to 2% of the company's revenue in Brazil in its last year, capped at R$50 million per infraction. That is a ceiling, not a tariff, and outcomes depend on the case. Take legal advice on your exposure.

## Sources

- [Lei nº 13.709/2018, Lei Geral de Proteção de Dados Pessoais (LGPD), Planalto](https://www.planalto.gov.br/ccivil_03/_ato2015-2018/2018/lei/l13709.htm)
- [ANPD, Autoridade Nacional de Proteção de Dados](https://www.gov.br/anpd/)