Passive violation of consumers' privacy rights on the internet in the age of emerging data capital

Abstract

This paper looks at the several methods by which consumers readily step into the information dragnets set up by businesses, which are then utilised to classify and arrange people into classes of creditworthiness, taste, or even political views. We have looked at both the sides of this data capital owning industry, to understand why and how consumers are compelled to release their personal information knowingly or unknowingly. On the other hand, corporates are convinced about the competitive advantage offered by data capital, due to their enhanced capabilities to supply tailored products and services. Following a brief discussion about the various technologies that are used by companies to dig deeper into consumers personal lives and the corresponding remedies of their breach, we have also looked at the global data protection laws that are ostensibly present to protect our privacy, but nevertheless, do not guarantee our online anonymity. While personalised browser advertisements may be merely the beginning and appear to be otherwise harmless, however connecting different aspects and choices of ones life to predict future behaviour results in loss of right to free choice and sets the platform for companies to do so on behalf of consumers, and they decide the rate of insurance or product cost by determining them basis the data possessed by them. We conclude on the note that even if a user decides to renounce the comforts offered by the digitally connected life and opt to be a digital hermit, it would be nothing but a pointless exercise since we are even being tracked offline at every moment. So the only possible solution seems to be highly aware of ones digital footprint since it will put us in control and in a better position to protect privacy.