GUT Sao Paulo and Mercado Libre Launch "Scratch Your Data" Campaign

Mar. 13, 2026

In Brazil, on Consumer Day, March 15th, Mercado Libre, a leading e-commerce company in Latin America, is launching a groundbreaking campaign to encourage data protection when discarding packaging. The goal is to promote a simple habit that reinforces the importance of taking care of personal information even after receiving orders.

To encourage consumers, the "Scratch Your Data" campaign will give a special coupon to the first three thousand purchases made on the initiative's landing page, which will be announced starting March 15th in the brand's Instagram stories (@mercadolivre). Upon receiving the order and removing their data from the label, an exclusive coupon will be revealed, connecting awareness to a direct benefit for the buyer.

Users who do not receive the special labels can also participate in the initiative through social media. As part of the campaign's outreach strategy, Mercado Libre will launch an action on X that conditions the release of coupons on public engagement. Upon reaching a certain number of comments on the official post, a coupon will be made available, reinforcing the message about the importance of scratching off personal data before discarding packaging. Coupons are limited.

Iuri Maia, director of brand strategies at Mercado Livre said:

“When we talk about data protection, we're talking about an ongoing responsibility. We want to extend this awareness to the moment of packaging disposal and encourage a simple, yet relevant, precaution in people's daily lives. The coupon serves as an incentive to transform this awareness into a habit."

 

Created by GUT São Paulo, the initiative begins with a manifesto video starring Marcos Mion - presenter in Brazil - which presents the proposal and guides people on the correct way to remove data from labels. The communication unfolds on social media with native TikTok content via creators.

Tiago Abreu, CCO of GUT explained:

“The idea is to create the habit of deleting your data from anything you receive daily. Mercado Livre is the first brand to think of this initiative, but the invitation is for people to do this with everything they receive in their name."

 

This action complements Mercado Libre's ongoing data protection practices, with continuous investments in technology, processes, and information security to ensure a reliable experience throughout the company's ecosystem. Data protection guidelines can be found on the official website.