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Data Privacy & The Big Brother

In recent years, big data collection has become a powerful tool for businesses and organizations to extract valuable insights and make data-driven decisions. However, concerns about privacy have grown along with the increasing scale and sophistication of data collection practices.

With the advent of technology and the widespread use of digital devices, massive amounts of data are being generated every second. This data includes personal information, browsing habits, location data, and social media activity, among others. Several companies exploit this wealth of information to gain insights into consumer behaviour, market trends, and more. All of this data is often fed to increasingly sophisticated AI models that can learn customers' interests, probability of churn, lifetime value or many other insights businesses might be interested in.

Artificial Intelligence can definitely be seen as a double-edged sword as it can provide amazing services to customers such as AI assistants, search relevance and personalised recommendations or the ability to search for specific people or pets when browsing our Google Photos. On the other hand, many companies reap the benefits of data collection without providing clear advantages to consumers, especially when collecting massive amounts of data without enough transparency and accountability. For example, the META group has probably more data about billions of people around the world than any government on Earth would ever collect on its own. The idea that a single company has access to very accurate information on the personality, connections, hobbies, religious and political interests of potentially billions of people is frankly speaking scary. All of this data grants its owners a lot of power and it's only fair to raise moral and ethical concerns.

A big camera in space watching everyone.

The Snowden Leaks and Prism: Revealing the Extent of Mass Surveillance


In 2013, the world was shaken by one of the most significant whistleblowing revelations in recent history: the Snowden leaks. Edward Snowden, a former contractor for the National Security Agency (NSA) in the United States, exposed a vast surveillance program known as PRISM. This revelation unveiled the extent to which government agencies were collecting and monitoring personal data on a global scale, raising profound concerns about privacy, civil liberties, and the balance between security and individual rights.

PRISM, as revealed by the Snowden leaks, was a clandestine surveillance program operated by the NSA. Its purpose was to collect vast amounts of electronic communications data from major technology companies, including Google, Facebook, Microsoft, Yahoo, and others. The program gave the NSA access to emails, social media posts, chat logs, video calls, and other digital communications, essentially creating a comprehensive surveillance net.

The Snowden leaks uncovered the magnitude of mass surveillance conducted by intelligence agencies, not only in the United States but also in partnership with other countries, under cooperative intelligence-sharing agreements. These revelations set off a global conversation about government overreach, privacy violations, and the erosion of civil liberties.


The significance of the Snowden leaks lies in the fact that they exposed systemic and indiscriminate surveillance, raising questions about the legality, ethics, and effectiveness of such programs. Many argued that such broad surveillance violated the rights of individuals to privacy and free expression, and undermined the principles of democracy that are rooted in transparency and accountability.

The revelations also highlighted the power imbalance between governments and citizens. The leaks made it clear that the confidential and private communications of innocent individuals were being routinely monitored, often without their knowledge or consent. The sheer scale of the surveillance program undermined the fundamental trust required for a healthy democratic society, as individuals came to question whether their online activities were being constantly monitored and potentially misused.


Additionally, the impacts of the Snowden leaks extend beyond the realm of individuals' privacy. The revelations had significant repercussions for technology companies implicated in the program. Users became more wary of sharing personal information, leading to decreased levels of trust in online services. This, in turn, prompted companies to enhance their security measures and encrypt user data, ultimately shaping the evolution of privacy standards and practices in the tech industry.

Furthermore, the Snowden leaks prompted a global discussion about the rights and responsibilities of governments, the appropriate limits of surveillance, and the need for stronger legal frameworks to protect individual privacy. Governments faced mounting pressure to reform surveillance laws and practices, with calls for increased transparency, oversight, and judicial review to ensure that surveillance activities are lawful, targeted, and subject to checks and balances.


The leaks acted as a catalyst for change, inspiring many individuals, companies, and governments worldwide to reevaluate data gathering practices and strive for a more privacy-conscious and democratic society.


The Importance of the Cambridge Analytica Scandal: A Wake-Up Call for Data Privacy


In 2018, the world witnessed a landmark event that brought the issue of data privacy into the spotlight: the Cambridge Analytica scandal. The revelations that followed shed light on the darker side of data collection, manipulation, and targeted advertising. The significance of this scandal cannot be overstated, as it exposed the vulnerabilities of personal data and emphasised the urgent need for stronger data protection measures in the digital age.

At the heart of the Cambridge Analytica scandal was the unethical and manipulative use of personal data for political purposes. The scandal revolved around Cambridge Analytica, a political consulting firm, gaining access to the personal information of millions of Facebook users through a seemingly harmless personality quiz app. However, without the users' knowledge, this data was not only collected but also used to create detailed psychological profiles that could be exploited for targeted political advertising.

This scandal highlighted the enormous volume of personal data that can be amassed and exploited by corporations. With the proliferation of social media platforms, online services, and mobile applications, individuals often unknowingly surrender vast amounts of personal information. Companies accumulate this data, creating detailed profiles that enable targeted advertising, personalised content, and potentially manipulative persuasion techniques.

Furthermore, the Cambridge Analytica scandal raised significant concerns about the potential impact on democratic processes. By exploiting personal data, political actors and parties can shape messaging and target specific demographics with tailored information. This raises the alarming possibility of influencing electoral outcomes, eroding trust, and manipulating public opinion through the misuse of data.


Following the scandal, there was a widespread call for strengthened privacy laws and increased regulation of data handling practices. Governments worldwide focused on enhancing data protection regulations on the footsteps of the European Union's General Data Protection Regulation (GDPR). These regulations aim to empower individuals with greater control over their personal data and hold organizations accountable for their data collection and usage practices.

The scandal also prompted a heightened awareness among individuals about the implications of their online activities and the potential risks associated with sharing personal data. Users have become more informed and cautious, taking steps to protect their personal information by engaging with privacy settings and being discerning about data sharing. Moreover, the scandal emphasised the ethical responsibility that organizations bear concerning data collection and usage. It underscored the need for transparency, proper user consent, and the protection of personal information.


A new threat to Privacy: Ray-Ban and Meta Smart Glasses


A couple of weeks ago Meta and EssilorLuxottica jointly launched their first smart glasses product. According to the Meta website, this product allows users to livestream from the glasses to Facebook or Instagram. Some people could certainly find this to be a very exciting advancement of technology. However, what's the real cost of this? Until recently people have made their own choices about which technological tools to adopt in their personal lives and have mostly bore the cost and consequences of their choices in terms of privacy. A concept like the smart glasses brings the existing privacy concerns to a whole new level as it essentially implies that potentially millions of people will be recorded and potentially identified in public places without their consent and in a very inconspicuous way. Meta also mentions that users will be able to record videos of up to 60 seconds[1]. Meta also states that those smart glasses are "built for your privacy and others’ too" and provides tips to use their product such as respecting people's preferences, powering off the device in private spaces, letting people know about the small recording led light that shows when people are recording and to "be a good community member"[2]. All these tips frankly sound quite empty when the smart glasses creators know very well that those good citizen tips are fundamentally unenforceable on a wide scale as they almost go against the very essence of what that product is for. Why should the public trust a company to process and store all this data without consent? It's perhaps time to wonder when enough is enough. Companies already collect plenty of data from people's mobile devices and wearables interactions as well as audio or other types of data from within people's homes via "smart home" devices. It looks like the data collection will now also dramatically increase in public places without the possibility of consent. Hence, we are left to wonder whether a red line for personal privacy exists or not.

Everyone wearing a camera on their head in the coffee shop

Where is the red line?


In our increasingly interconnected world, the rapid growth of big data collection has brought unparalleled convenience, innovation, and insights. However, this data revolution has also raised concerns about the erosion of privacy, igniting fears of a dystopian future reminiscent of George Orwell's "1984." The question at hand is: where is the red line? At what point does the progressive shrinking of privacy due to big data collection become a dangerous path towards Orwellian surveillance and control?


The concentration of data within a few tech giants and governments can create an imbalanced power dynamic, where these entities hold immense control over individuals' lives and decision-making processes. Another factor to consider is the level of transparency and user consent regarding data collection and use. Many individuals are largely unaware of how their data is being gathered, shared, and utilized. Terms and conditions, often lengthy and full of legal jargon, are hastily agreed upon, leaving individuals in the dark about the true extent of data collection and its potential consequences. Moreover, the seamless integration of technology into daily life further blurs the line between public and private spheres. Smart devices, IoT (Internet of Things) devices, and wearables continuously collect data. This continuous monitoring, coupled with increasingly advanced facial recognition technologies, poses a significant threat to personal freedom and privacy. The potential for a society where privacy becomes a thing of the past, where every detail of individuals' lives is scrutinised, is indeed a haunting prospect.


The danger of moving towards a 1984 dystopia lies in the combination of extensive data collection, surveillance capabilities, and the potential for unchecked abuse of power. In order to navigate this precarious path which could lead to a future where we are constantly watched by the "Big Brother", it is imperative to establish strong safeguards and ethical frameworks. Responsible data governance, transparent regulations, and legal protections are essential to maintaining individual privacy rights in the era of big data. Governments and regulatory bodies must enact legislation that strikes the delicate balance between public safety and personal freedom, ensuring that data collection is necessary, proportionate, and subject to oversight.


In parallel, the public must be proactive in demanding accountability and transparency from the entities collecting their data. Awareness campaigns, digital literacy programs, and public discussions should highlight the risks and potential consequences of excessive and intrusive data collection. Individuals should actively engage with privacy settings, opt-out mechanisms, and encryption technologies to protect their personal information.


Ultimately, the red line in terms of the progressive shrinking of privacy due to big data collection must be drawn at a point where individual autonomy, freedom of expression, and fundamental rights are upheld. Striking the balance between the benefits of big data and the preservation of privacy is crucial to avoid the perils of a dystopian future. As we move forward in this digital age, society's collective vigilance and commitment to the protection of privacy rights are paramount to maintaining a free and democratic society.


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