Today, we live in an increasingly interconnected world thanks to the digital revolution. However, this advancement brings with it a series of ethical and legal dilemmas that lead us to question the extent to which we own our personal information. Privacy has gone from being a fundamental right to becoming a scarce commodity, subject to the rules imposed by large technology corporations and government authorities.
To better understand this phenomenon, it is first necessary to explore what we mean by privacy. Traditionally, it has been considered the right to keep certain information away from public view or unauthorized persons. As our lives move into the digital environment, this definition becomes more complicated. Today, a simple click can open the door to our browsing history, preferences, and in some cases, even sensitive data like our location and financial details.
Data Harvesting: A Necessary Evil?
Digital platforms, from social media to streaming services, operate primarily through an advertising-based business model. But to deliver targeted ads that are truly effective, these companies rely on massive data collection. According to a study by McKinsey & Company, around 70% of successful brands have adopted a data-driven approach to optimize their advertising.
Below is a table illustrating the most common types of data collected by various platforms:
| Platform | Data Collected |
|---|---|
| Engagement, Likes, Location | |
| Search History, Emails, Location | |
| Amazon | Purchase History, Searches, Preferences |
However, there is a very fine line between the legitimate use of this information to improve the user experience and an invasion of privacy. Many users are not fully aware of the true extent of this collection and how their data is used. This lack of transparency can lead to feelings of distrust toward platforms.
Legal and Ethical Issues: Who Protects Our Privacy?
Although there are laws designed to protect consumer privacy, such as the General Data Protection Regulation (GDPR) in Europe, these can be ineffective if not properly enforced. For example, many companies have chosen to include complex clauses in their terms and conditions that limit their liability for privacy-related abuses.
Surprisingly, only 18% of users say they read all terms and conditions before accepting a service; this raises a critical question about informed consent. While it is true that we are responsible for protecting our own data when we agree to these terms, it is also undeniable that companies must be more proactive in providing this information.
Social Implications: Distrust and Alienation
As these issues remain unresolved, new concerns arise regarding public trust in institutions. In a context where our personal data can be used to manipulate our political choices and our social perception—as already evidenced by the Cambridge Analytica scandal—it is reasonable to question how much control we really have over our digital lives.
The phenomenon of fear of being watched—or what some call omnipresent surveillance—can lead to self-limiting behaviors among citizens. For example, users may choose not to express their opinions on social platforms or avoid certain topics due to fear of negative repercussions. This behavioral shift can affect democratic health and limit public debate.
Alternatives to Regain Control
Nevertheless, there is also hope. Projects like Tor, which allows you to browse the internet without leaving a significant digital footprint, as well as services like Signal, which focus on secure and private communications, offer viable alternatives for those who wish to keep their privacy intact. Community initiatives promoting decentralized technologies are also gaining ground as a response to the current computing monopoly.
Of course, these solutions require collective and individual action; simply enabling privacy settings without first being aware of the broader context in which we operate is not enough.