In the new millennium, personal data is a type of virtual currency. Personal data has a high monetary value and continues to rise, and corporations are rushing to capitalize on this trend. Companies that see consumer data as a valuable corporate asset have spent a lot of money on software that makes it easier to obtain it. When personal data becomes a commodity, the question of whether or not legislative restrictions on data exchange are required arises; regardless of their flaws, the two concepts should not be considered mutually exclusive. Data can be collected openly and securely. Making sure to just collect what you need is a start in the right way. Apart from the obvious fear of being chased around the internet for not deciding whether to buy a certain product or not, we are faced with another underlying concern, i.e., the fact that each of our clicks on the internet is stored as digital data and our digital footprint is being analyzed, filtered and owned by the big corporations. Indian Laws are mostly silent regarding data privacy and protection, affirming the age-old saying that legislations never catch up with technology. There have been initiatives to introduce a data protection bill which we hope would be sufficient enough to protect our personal data. With this paper, I would like to touch upon the perils of Data Personalisation and propose, if possible, some remedies to it.
