After some time the drugstores realized that the government had no resources nor interest to enforce such law and now they simply don't comply any longer.
I'm afraid this is the sort of decision which average people is not really well-equipped to make by themselves. Companies should be forbidden to collect and sell certain sorts of data, period.
in the Brazilians drugstores case, it's absurd, it's like, a $400 drug sold for $300 (mumbers in local currency) if you agree to disclose the equivalent of your SSN. how can your data be worth so much?
truth is that they don't expect so sell a single unit for $400 - the price difference in this case is enough for, in practice, providing your PII is mandatory
That would definitely help, but I think it wouldn't be enough. Drugstores would promptly come up with some app-related trick, like "just scan this QR-code to redeem your discount", and personal-info would be acquired indirectly.
They started to elaborate a bill recently, addressing the case of drugstores in particular, but I suspect they will eventually deliver something full of breaches, just like they did in the State of Sao Paulo.
Moreover, drugstores are on the spot currently, but there are plenty of companies doing exact the same nowadays.
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That would definitely help, but I think it wouldn't be enough. Drugstores would promptly come up with some app-related trick, like "just scan this QR-code to redeem your discount", and personal info would be acquired indirectly.
Legislators started to elaborate a bill recently, addressing the case of drugstores in particular, but I suspect they will end up delivering something full of breaches, just like they did in the State of Sao Paulo.
Moreover, drugstores are on the spot currently, but there are plenty of companies doing exactly the same nowadays.
> in the Brazilians drugstores case, it's absurd, it's like, a $400 drug sold for $300
Indeed. And I've seen even more scandalous differences already. Psychiatric drugs are the champions, in my experience.
It used to be that you'd get a 1% cashback (in vouchers), but they realised people weren't bothering when just spending a few quid, so they hiked the prices from £3 to £4.50 then offered a 50p discount for your PI.
You can just think of how complex it is from a technical perspective to implement this. Sync all those systems, databases and vendors if a user on my website deletes his data or account. And in case one of those vendors or sub vendors fail to delete (let's say their API responds with an error or I had implemented it wrong or it stopped working due to an API change). It gets hairy quite fast.
I mean, that's not theory or some hypothetical proposal, that's the established practice of how handling private data works for more than 5 years for almost half a billion people and all the businesses in EU; that's how (for example) Salesforce works with all the many EU companies handling data in Salesforce systems.
In general, the process for handling actual business data for all kinds of companies from manufacturing to retail is quite clear, and the only disputes we see are for the (relatively few) global online consumer service companies handling the exploitation of online customer data. If you're e.g. a flower shop (even with online ordering) or a dental clinic (even with online appointments) and you don't want to explicitly stretch the limits with some shenanigans, then you just follow the same standard practices as all other shops in your country, all while using whatever online services you need - it's very rare that some global B2B service doesn't handle GDPR compliance, all that I wrote above is what almost every cloud company will do for you because they do that for so many customers for years already.
If you hire Salesforce you generally disclose to your users that you use Salesforce. But you don't tell them all of Salesforce's processors, and all of their professors, and so on down the infinite loop.
Edit: also the original comment was seeking consent, presumably affirmative. The GDPR system is a model that only provides (some but not all) notice, not affirmative consent.
There is a difference between data controller and data processor. AWS FAQ on GDPR [1] has actually a good paragraph on it, see "Is AWS a data processor or a data controller under the GDPR?".
In your example all cloud providers and SaaS businesses like Splunk store data on your behalf and you own and control it. For them it's just a blob of data and they are supposed to be agnostic of its business meaning. With more targeted SaaS business like Salesforce, it might be more nuanced, depends if they want to do any kind data mining / processing themselves, but if they want to, then yeah, they need an explicit consent. A law like this forces SaaS companies to remove any ambiguity from their service agreements to make sure they are strictly designated as data processors when it comes to user data their customers supply them. This AWS GDPR addendum [2] exists for this reason. Otherwise, as a small business you rarely can negotiate a tailored agreement with a large SaaS company to make sure that the data you pump into it aren't going places.
[1] https://aws.amazon.com/compliance/gdpr-center/
[2] https://d1.awsstatic.com/legal/aws-gdpr/AWS_GDPR_DPA.pdf