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RESUMO  A presente investigacao objetiva apresentar os principios de informacao equitativa nas politicas de privacidade dos sites das principais empresas brasileiras (segundo lista da revista americana Forbes do ano de 2014). A verificacao e analise apoiaram-se em um checklist elaborado a partir de documentos emanados pela Federal Trade Commission e pela Organization for Economic Co-operation and Development. O levantamento envolveu 14 empresas selecionadas de um universo de 25, considerando-se o criterio de imediatez de acesso a politica de privacidade nos respectivos sites . O principio de seguranca e o fundamento mais difundido nas politicas de privacidade das empresas selecionadas (existente em 8 das 14 politicas analisadas), e o principio de responsabilidade e o de menor aderencia, pois nao esta contemplado em quaisquer das politicas de privacidade online examinadas. A Sabesp apresenta a politica de privacidade da web mais completa diante dos principios de informacao equitativa, se comparada as outras politicas analisadas, enquanto que a WEG nao apresenta qualquer um dos principios identificados no levantamento documental. Quanto ao comercio eletronico, o numero de empresas que assume algum principio e ainda mais reduzido. Conclui-se que, para o universo selecionado, a adesao aos principios de informacao equitativa e incipiente ainda que se ressalte a sua nao obrigatoriedade. A discussao aberta do projeto de lei de protecao de dados pessoais no Brasil devera ter um papel importante na criacao de orientacoes mais completas na tematica. Propoem-se estudos adicionais envolvendo a percepcao de usuarios de tais sites , assim como um recorte de empresas voltadas diretamente ao comercio eletronico, considerando-se que este contexto pode exigir o alinhamento efetivo aos principios e outras orientacoes voltadas a protecao da privacidade e dos dados pessoais no ambiente web . Palavras-chave: Principios de Informacao Equitativa; Politica de Privacidade Online ; Protecao de Dados Pessoais. ABSTRACT  This article aims to present the Fair Information Principles in the privacy policies of the websites of major Brazilian companies (according to the 2014 Forbes Magazine list). The research and analysis were supported by a checklist compiled from documents issued by the Federal Trade Commission and the Organization for Economic Co-operation and Development. The study selected fourteen companies from a universe of twenty-five, considering the immediacy criterion of access to the privacy policy on their websites. The security (safeguards) principle is the most widespread foundation in the privacy policies of the companies selected (existing in eight of the fourteen analyzed policies); and the principle of responsibility receives less adhesion since it is not covered in any of the examined online privacy policies. The Sabesp Company presents the most complete privacy policy, considering the compliance with the Fair Information Principles when compared to the others perused, while WEG does not present any of the principles identified in the documental survey. As for e-commerce, the number of companies that assume some of the Principles is even smaller. For the selected universe, adherence to the Fair information Principles is still incipient, and its use is not mandatory. An open discussion of the proposed Brazilian law about personal data protection should play an important role in creating further guidance on the subject. Additional studies in this subject should involve the perception of users, as well as a cutout of companies which target e-commerce, considering that an effective alignment with these principles and other guidelines are required in order to protect the user’s privacy and personal data in the web environment. Keywords: Fair Information Principles; Privacy Policies; Personal Data Protection.

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Princípios de informação equitativa nas políticas de privacidade online de empresas brasileiras | Principles of equitable information in Brazilian firms’ online privacy policies