As the use of the Internet and online platforms grows, the scale ofcollecting and processing personal data and turnovers have increased correspondingly.1 At the same time, public awareness about theInternet turning into a genuine profiling and advertisement machine, as wellas a powerful surveillance instrument, grows. More people today areconcerned about the ways in which public and private actors store and useprivate information. Many individuals note that they lose sight of theconsequences once they give consent to the collection of their sometimesmost intimate personal data. The Snowden revelations and the recent Facebookand Cambridge Analytica scandal have only reinforced this publicawareness.
Objections against these data processing practices cannot be explained asbreaches of data protection or privacy regulation alone. In this Article, itis argued that recently passed regulations fail to solve the unease of datasubjects as other, more fundamental values are at stake here. A different orcomplementary ethical and legal framework is needed to interpret thisgenerally felt unease vis-à-vis current data practices and secondly toconfront future developments on the data market. The concept of humandignity may be a helpful perspective in this respect. In the context of dataprocessing, human dignity is generally interpreted in a quite specificmanner, such as contributing to the empowerment and self-determination ofautonomous individuals. It can be argued, however, that human dignity—in thecontext of the commodification and commoditization of online personaldata—should be seen in a different, quite opposite, light. In sum, futureregulation of privacy and data protection attention should shift towardsmore constraining dimensions of human dignity.