<i>Personal Data v. Big Data</i>: Challenges of Commodification of Personal Data

Any firm today may, at little or no cost, build its own infrastructure to process personal data for commercial, economic, political, technological or any other purposes. Society has, therefore, turned into a privacy-unfriendly environment. The processing of personal data is essential for multiple economically and socially useful purposes, such as health care, education or terrorism prevention. But firms view personal data as a commodity, as a valuable asset, and heavily invest in processing for private gains. This article studies the potential to subject personal data to trade secret rules, so as to ensure the users’ control over their data without limiting the data’s free movement, and examines some positive scenarios of attributing commercial value to personal data.