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Seção 5 do FTC Act
Federal Trade Commission Act, Seção 5
A principal ferramenta federal de fiscalização de privacidade: práticas desleais ou enganosas, incluindo promessas de privacidade não cumpridas e segurança inadequada.
The law in brief
Section 5 of the FTC Act prohibits unfair or deceptive acts or practices. It contains no privacy or security rules of its own, yet it has been the main tool of US federal privacy enforcement for more than twenty years. The FTC uses it against companies that break their privacy promises, collect or share data in ways people would not expect, keep weak security, or make unsupported claims about AI.
The practical rule is simple: do what your privacy notice, security statements and product claims say, and do not use data in ways that cause substantial harm people cannot avoid.
A quem se aplica
- Most businesses and nonprofits engaged in commerce. Banks, common carriers and certain other entities regulated by other agencies are largely excluded, though their non-bank affiliates may not be.
- Deception covers statements and omissions likely to mislead a reasonable consumer about something material, including privacy notices, cookie banners, security claims and AI capability claims.
- Unfairness covers practices that cause or are likely to cause substantial injury that consumers cannot reasonably avoid and that is not outweighed by benefits.
What it requires
Keep your promises
Do not make statements in privacy notices, interfaces or marketing about data practices, security or AI that are false or misleading, including by omission.
No unfair practices
Do not engage in data practices that cause or are likely to cause substantial injury to consumers that they cannot reasonably avoid and that is not outweighed by benefits.
Reasonable security
Failing to take reasonable measures to protect consumer data can be an unfair practice, and claiming protection you do not provide is deceptive.
Consent for material changes
Get affirmative express consent before using data collected under one privacy promise in a materially different way.
Enforcement and penalties
A FTC geralmente resolve os casos por meio de ordens de consentimento com vigência de 20 anos, que podem exigir programas de segurança, avaliações independentes, exclusão de dados e de modelos ou algoritmos criados com eles, e proibição de certas práticas. Em geral, ela não pode obter penalidades civis por uma primeira violação apenas da Seção 5, mas pode por violações de uma ordem ou de uma regra de regulamentação comercial, e cada violação de uma ordem pode acarretar uma penalidade substancial reajustada pela inflação.
What to do first
- Compare your privacy notice with reality: every data flow, sharing arrangement and retention period.
- Check cookie banners and consent flows for design that misleads.
- Review security claims and the controls that support them.
- Substantiate AI claims before they go into marketing.
- Get affirmative consent before using data in materially different ways from what you told people.
- Treat sensitive data, such as health and location, with extra care; it features heavily in recent cases.
Checked against the official text on 28 September 2026. Quotations are the operative words of the law, linked to the article they come from; the official text is the authority. This brief is written by the Association for practitioners and is not legal advice.
Novidades recentes
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FTC launches inquiry into personalized pricing and employee compensation, issuing orders to nine firms
The FTC’s inquiry signals heightened regulatory scrutiny of how personal data drives pricing and pay practices across multiple industries. On October 28, 2026 the Federal Trade Commission announced an inquiry into the use of personal information for pricing and employee compensation. The FTC issued orders under Section 6(b) of the FTC Act requiring detailed disclosures of the methodologies used. Companies must describe the consumer data categories, timing, tools, and overrides involved in price setting and compensation decisions.
Source: Hunton Privacy & Cybersecurity Law Blog. FTC Act Section 5 in the regulations library.
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California Governor signs SB 1050 requiring AI synthetic performer disclosures in ads
The law creates mandatory AI transparency obligations for advertisers, impacting how generative‑AI content is disclosed in California ads. Governor Gavin Newsom signed SB 1050, a California law that bans publishing advertisements with a synthetic performer unless a clear and conspicuous disclosure is provided. The law defines a synthetic performer as a digital figure, voice, or representation created using generative AI that mimics a human performer. The statute becomes effective on January 1, 2027 and violations are treated as false advertising offenses.
Effective: 1 January 2027. SB 1050.
Source: Covington Inside Privacy. FTC Act Section 5 in the regulations library.
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FTC announces new study on personalized pricing under Section 6(b) of the FTC Act
The FTC's study signals heightened scrutiny of data-driven pricing, impacting businesses that use personal data for price discrimination. FTC Chair Andrew Ferguson announced plans for a study examining personalized pricing practices. The study will be conducted under the authority of Section 6(b) of the FTC Act.
Source: Hunton Privacy & Cybersecurity Law Blog. FTC Act Section 5 in the regulations library.
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EPIC and consumer groups urge FTC to ban surveillance pricing, calling disclosure insufficient
The filing pushes the FTC to consider banning personalized pricing, potentially expanding consumer protection against data-driven price discrimination. On September 25, EPIC and several consumer groups filed comments with the FTC urging it to go beyond disclosure in its Proposed Enforcement Policy Statement on personalized pricing. The commenters argue that surveillance pricing violates the Section 5 unfairness test and that disclosure does not mitigate the harm. They request the FTC to use its Section 18 rulemaking authority to prohibit the practice.
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FleetCor to Pay $100M to Settle FTC Administrative Action Over Unauthorized Fuel Card Fees
The settlement enforces FTC rules against deceptive fee practices that affect small businesses. The Federal Trade Commission alleged that FleetCor, now operating as Corpay, charged small‑business customers hidden fees and misrepresented savings from its fuel cards. The company agreed to pay $100 million to resolve the FTC administrative action. The settlement follows a Federal Court finding that FleetCor violated the FTC Act.
Penalty: $100 million.
Source: Federal Trade Commission press releases. FTC Act Section 5 in the regulations library.
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New Jersey Governor signs Fair Price Protection Act prohibiting surveillance pricing of groceries
The FPPA creates the first statewide prohibition on algorithmic price discrimination for food, expanding consumer privacy protections. On July 23, Governor Mikie Sherrill signed the Fair Price Protection Act (FPPA) (A4085/4523), which bans surveillance pricing for groceries and other foodstuffs. The law takes effect on August 1, 2027, includes a one‑year moratorium on new electronic shelf‑label use, and permits a private right of action.
Effective: 1 August 2027. A4085/4523.
Source: Future of Privacy Forum. FTC Act Section 5 in the regulations library.
Fontes
- Federal Trade Commission Act, 15 U.S.C. 45 Comissão Federal de Comércio · Texto oficial ou regulador
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