As the use of the Internet and online platforms grows, the scale of
collecting and processing personal data and turnovers have increased
correspondingly.1 At the same time, public awareness about the
Internet turning into a genuine profiling and advertisement machine, as well
as a powerful surveillance instrument, grows. More people today are
concerned about the ways in which public and private actors store and use
private information. Many individuals note that they lose sight of the
consequences once they give consent to the collection of their sometimes
most intimate personal data. The Snowden revelations and the recent Facebook
and Cambridge Analytica scandal have only reinforced this public
awareness.
Objections against these data processing practices cannot be explained as
breaches of data protection or privacy regulation alone. In this Article, it
is argued that recently passed regulations fail to solve the unease of data
subjects as other, more fundamental values are at stake here. A different or
complementary ethical and legal framework is needed to interpret this
generally felt unease vis-à-vis current data practices and secondly to
confront future developments on the data market. The concept of human
dignity may be a helpful perspective in this respect. In the context of data
processing, human dignity is generally interpreted in a quite specific
manner, such as contributing to the empowerment and self-determination of
autonomous individuals. It can be argued, however, that human dignity—in the
context of the commodification and commoditization of online personal
data—should be seen in a different, quite opposite, light. In sum, future
regulation of privacy and data protection attention should shift towards
more constraining dimensions of human dignity.