IGF 2021 WS #244
“Silicon Value”: the competitive economy of privacy

Organizer 1: Priscilla Regina Silva, ITS Rio
Organizer 2: mariana Palmeira, PUC-Rio de Janeiro
Organizer 3: caitlin mulholland, PUC-Rio

Speaker 1: Rosangela Cavallazzi, Civil Society, Latin American and Caribbean Group (GRULAC)
Speaker 2: caitlin mulholland, Technical Community, Latin American and Caribbean Group (GRULAC)
Speaker 3: Carlos Affonso de Souza, Civil Society, Latin American and Caribbean Group (GRULAC)


caitlin mulholland, Technical Community, Latin American and Caribbean Group (GRULAC)

Online Moderator

mariana Palmeira, Private Sector, Latin American and Caribbean Group (GRULAC)


Priscilla Regina Silva, Civil Society, Latin American and Caribbean Group (GRULAC)


Debate - Auditorium - 60 Min

Policy Question(s)

Regulation, competition and innovation: How could regulatory and self-regulatory frameworks help foster more competitive Internet-related markets, a larger diversity of business models, and more innovation? How to enable equitable access to data, marketplaces or infrastructures for fostering competition and innovation on the Internet?
Protecting consumer rights: What regulatory approaches are/could be effective in upholding consumer rights, offering adequate remedies for rights violations, and eliminating unfair and deceptive practices from the part of Internet companies?

despite the fact that big techs are private entities, it is undeniable that, due to the scope and potential of the work they perform, they end up assuming values that should attend to a social role. Innovation is no longer limited to profit, it is necessary to make antitrust commitments that benefit the consumer, but, on the other hand, also observe aspects of data protection. The current challenge is exactly in the search for this balance: how to guarantee an accessible product that safeguards values that meets the market model? adding even more complexity to the debate, how to guarantee opportunities for small and medium-sized companies and a favorable innovation context in the global south?


9. Industry, Innovation and Infrastructure
10. Reduced Inequalities

Targets: The search for a balance between consumer interests and privacy protection can allow for the fulfillment of several targets in all SDGs. However, pursuing this balance can also inhibit many others. In this sense, the inclusion and diversity lenses that we will bring to this session are an important aspect of this analysis.
In this panel, we will insert the southern global perspective in the process of data protection compliance, based on the Brazilian example and the, still beginner, performance of the National Data Protection Authority.
At the moment, one of the main concerns highlighted by the Authority is precisely the ideal weight between the compliance of antitrust and data protection, and keeping the incentive for the market of small and medium-sized companies market.
We hope to address the Brazilian market potential and the difficulties faced, shedding light on how to strengthen global cooperation based on the impact of big tech decisions.


In a lecture in 2010, with Mark Zuckerberg at the audience, Steve Jobs talked about how technology companies should treat their users' data: "I believe people are smart and some people want to share more data than other people do. Ask them. Ask them every time."
Steve Jobs' speech was rescued in 2018, with the explosion of the scandal involving Cambridge Analytica, which had access to data from millions of Facebook users. Steve Jobs' speech seemed to sound an alarm that would become quite concrete eight years later.
Now, in 2021, the innovations brought about by the latest iOS update (14.5 - Tracking Transparency) have heated up the debate about privacy, data protection, targeted ads and data tracking between apps. Ironically, by allowing more control of users' privacy in the settings, the system directly affects the business model of other technology companies.
That brought us back to the good old debate: is direct advertising from abundantly collected personal data really the only way to keep social networks free for users?
Also, adding new complexities to the debate: how will this stance affect the market for technology companies? Would small businesses be the most threatened in this context?
Recent research that investigates the use of information technologies in Brazil revealed that there are 134 million internet users in the Country, 74% of the population aged 10 and over.

The Brazilian environment is conducive to observing the development of the internet. Whether from a business perspective, especially martechs and adtechs, or from the perspective of legislation, due to the recent consolidation of data protection the rules under the new general data protection law (LGPD).

Another research regarding digital advertising spending in Brazil points out that 63% of agencies and advertisers will invest more than half of their total media budgets on digital platforms. Regarding expectations, 45% will increase the amount spent on digital ads, and 14% on strategies with influencers.
Despite Brazil being the Country that invests the most in digital marketing in Latin America, the maturity of the activity is still low (according to a study by McKinsey). This is a relevant fact as it gives the market the opportunity to mature along with the requirements recently consolidated in the Brazilian General Data Protection Law.

Expected Outcomes

It is important to mention that this proposal is led by two research entities in the law and technology field: ITS and DROIT.
While the first is a civil society entity, the second is a university study group. In view of the collaboration between the two institutions and external entities, we intend to prepare a robust report on the topic, with recommendations for companies. ITS is also known for hosting online workshops and events for the general population, so one of the objectives is to expand the debate beyond IGF, with the production of live events and the elaboration of an open course. The main objective is to engage in academic discussions and disseminate accessible knowledge, in order to make consumers and data owners aware of their rights.

1. The Panel will last 60 minutes with 01 presenter, 01 moderator, and 4 panelists.
2. The moderator of the panel will have the function of coordinating the discussion, the presentation time, and filtering and selecting the questions sent by the audience through the interactivity system.
3. The presenters will develop a presentation and discussion with a total of 15 minutes each.
5. The panelists will have a maximum of 1 minute for direct, concise, and objective comments on the question posed by the presenter.
6. The audience will be able to interact with the panelists, who will provide recommendations for complementary material

Online Participation

Usage of IGF Official Tool.