Data Privacy, or the protection of personal data, is a set of principles, processes, and legislative measures that protect users' privacy in the digital space. Companies that manage personal data must ensure its collection, processing, and storage in accordance with regulations such as GDPR in Europe or CCPA in the USA. Compliance with these rules builds customer trust and also prevents sanctions. In marketing, a responsible approach to data is the foundation for building long-term relationships and effective personalization without violating the law.