The proliferation of digital technology has made it possible to collect and analyse personal data on a scale that would have been unthinkable just a few decades (0) AGO. Smartphones, social media platforms, and connected devices generate enormous volumes of information about 1 we are, what we do, and where we go. Much of this data is collected 2 users being fully aware of it, raising serious concerns about privacy and consent. Companies argue that data collection enables them to provide better services and that consumers stand 3 gain from personalised recommendations and targeted advertising. Privacy advocates, for 4 part, counter that individuals have a fundamental right to control their own information. The European Union's General Data Protection Regulation was introduced 5 as to address these concerns, imposing strict rules on how personal data may be processed. Comprehensive 6 the legislation may appear, critics argue that enforcement remains inconsistent and that many companies continue to find ways around the rules. There is also the question of 7 happens to data once it crosses international borders, where different jurisdictions may apply entirely different standards. Resolving this tension between innovation and individual rights is far 8 straightforward, and it is likely to remain one of the most pressing issues of the digital age.