The massification of virtual assistants is confronted with regulatory frameworks in Brazil and Europe, which are discussed in this study. In 2020, a Brazilian law on data protection will be implemented based on the European Union's legal regulations. The article uses a document‑based methodology to contrast points between the Brazilian Law 13.709/2018 entitled General Law on Personal Data Protection (LGPD) and the European Union's General Data Protection Regulation (GDPR), (EU) 2016/679. The legal bases regulating the Internet of Things find, in recent studies on political mediatization, key aspects about data protection, right to privacy and access to information. Theoretically, the article works with the concepts of datafication, problematizing the studies on political mediatization in the fields of the data-protection right and the Internet of Things. The terms of use for Alexa's products complies with the regulations imposed by LGPD, but some gaps in transparency about the data collected are still puzzling.