DATA PROTECTION AND PRIVACY IN THE ERA OF BIG DATA

Abstract

The rapid advancement of digital technologies, cloud computing, artificial intelligence, and big data analytics has transformed the global information landscape. Organizations across sectors increasingly rely on data-driven systems to improve operational efficiency, enhance decision-making, and deliver personalized services. However, the widespread collection, storage, and processing of personal information have raised significant concerns regarding privacy, cybersecurity, and unauthorized data access. Data breaches, cyberattacks, identity theft, and misuse of personal information have become common challenges in the digital age. This article examines the concept of data protection and privacy within the context of big data environments. It explores the importance of data protection, major threats to information security, relevant regulatory frameworks, and best practices organizations can adopt to safeguard sensitive information. The study concludes that effective data protection requires strong legal frameworks, technological safeguards, organizational accountability, and continuous public awareness to ensure privacy and trust in digital systems.