Política de Privacidade
Nossa política de privacidade e como utilizamos seus dados
Last updated: March 2026
1. Introduction
Era Materna ("we", "our", or "the Platform") is committed to protecting the privacy of every user. This Privacy Policy describes how we collect, use, store, and share personal data in accordance with Lei 13.709/2018 (LGPD) — the Brazilian General Data Protection Law — and applicable regulations issued by the ANPD (Autoridade Nacional de Proteção de Dados).
By using Era Materna you agree to the practices described in this policy. If you do not agree, please discontinue use of the Platform.
2. Data We Collect
We collect only data necessary to provide the service. The table below lists each category, its legal basis under the LGPD, and its purpose.
| Data Type | LGPD Category | Legal Basis | Purpose |
|---|---|---|---|
| Full name | Personal | Consent (Art. 7, I) | Account identification |
| Email address | Personal | Consent (Art. 7, I) | Login and communication |
| Phone number | Personal | Consent (Art. 7, I) | Verification and contact |
| Baby's expected due date / age | Sensitive (health-related) | Explicit consent (Art. 11, I) | Personalized list by phase |
| Purchase preferences | Personal | Legitimate interest (Art. 7, IX) | Product recommendations |
| City / region | Personal | Consent (Art. 7, I) | Regional offers and climate |
| Browsing history on Platform | Personal | Legitimate interest (Art. 7, IX) | Experience improvement |
Data collected under legitimate interest is used exclusively to improve recommendations. We conduct a Legitimate Interest Assessment (LIA) for each such purpose and balance it against user rights.
3. Children's Data Protection
Era Materna collects information about babies and young children on behalf of their parents or guardians. Under LGPD Article 14, the processing of data belonging to children and adolescents must be conducted in their best interest and requires specific parental consent.
- We collect only data strictly necessary for the service (minimization principle).
- Sensitive data about a baby (due date, age) requires an explicit, separate consent checkbox at registration.
- We do not use children's data for behavioral advertising or profiling beyond direct service delivery.
- Parents may request deletion of all data related to their child at any time.
4. Your Rights Under the LGPD
As a data subject under the LGPD you have the following rights, which we honor within 15 business days of a verified request:
- Access — obtain confirmation that we process your data and receive a copy.
- Correction — request correction of incomplete, inaccurate, or outdated data.
- Deletion — request erasure of data processed by consent, when that consent is withdrawn.
- Portability — receive your data in a structured, interoperable format (JSON).
- Opposition — object to processing carried out under legitimate interest.
- Consent revocation — withdraw consent at any time via your account settings. Withdrawal does not affect prior lawful processing.
- Information — know which third parties we share data with.
To exercise any right, email privacidade@eramaterna.com.br with subject line "LGPD Request — [Right]". We will acknowledge within 2 business days.
5. Data Retention
We retain personal data only for as long as necessary for its declared purpose or as required by law.
- Account data — while active, plus 5 years after closure (fiscal obligations).
- Baby health-related data — while active, plus 2 years, then deleted.
- Access logs — 6 months, then deleted.
- Marketing data — until consent is withdrawn, then deleted immediately.
6. Data Security
We apply technical and organizational measures proportionate to the risk of our processing activities:
- TLS 1.3 encryption in transit on all connections.
- AES-256 encryption at rest for sensitive data.
- Role-based access control (RBAC) with least-privilege enforcement.
- Quarterly access review and key rotation.
In the event of a security incident that poses a relevant risk to data subjects, we will notify the ANPD and affected users within 72 hours of discovery, as recommended by LGPD best practices.
7. Contact and Data Protection Officer
Era Materna has appointed a Data Protection Officer (DPO) as required by the LGPD. The DPO serves as the channel between the Platform, data subjects, and the ANPD.
- DPO contact: privacidade@eramaterna.com.br
- Supervisory authority: You may also file a complaint with the ANPD at gov.br/anpd.
We may update this policy periodically. Material changes will be communicated by email and by a notice on the Platform at least 15 days before taking effect.