New informational and communication technologies associated with traditional mass media s faltering prominence precipitated new methods of structuring electoral campaigns to meet the demands of a population increasingly used to consuming information in a fast and simplified way. The required reprogramming of political communication gave rise to what are understood as data-driven campaigns,characterized by the use of large volumes of personal data to drive electoral propaganda strategies. In Brazil, the legalization of online content boosting, along side mass dissemination of electoral content through instant messaging applications – strikingly observed in the 2018 elections – indicate the consolidation of data-driven campaigns inthe national political-electoral environment. Further, recent reforms in the Electoral Lawreveal legislators intent to adapt electoral rules to the new reality presented by these campaigns. The changes, however, were not accompanied by a much-needed, broader investigation and update of the electoral legislation to confront the risks that these data driven campaign practices bring to the democratic process, especially with regard to voter autonomy and protection of personal data.