Data Protection in the Age of Social Media: Why Privacy Must Be Taken Seriously

Introduction: The Hidden Cost of a “Like”

Every time you “like” a photo, share a video, or sign into an app with your Facebook or Google account, you leave behind a digital footprint. At first glance, this feels harmless, just another moment in the endless scroll of modern life. But behind the scenes, those small actions are collected, stored, and analysed. In today’s economy, personal data is more valuable than gold, and social media platforms know it (Zuboff, 2019).

This reality raises urgent questions: who owns your data, how safe is it, and what happens when it falls into the wrong hands?

The Global Risk of Unprotected Data

The dangers of unprotected data are far from abstract. A single breach in one country can expose millions of people worldwide, leading to stolen identities, financial losses, or even threats to democracy itself (World Economic Forum, 2022).

The infamous Cambridge Analytica scandal highlighted just how powerful, and dangerous data misuse can be. Social media information was harvested to build psychological profiles and target voters, raising alarms about whether democracy itself could be manipulated by algorithms (Cadwalladr & Graham-Harrison, 2018). When personal data is left unprotected, the risks extend far beyond the individual. They ripple into politics, economics, and the stability of entire societies.

Can Governments Keep Up?

Governments have attempted to respond. The European Union’s General Data Protection Regulation (GDPR), introduced in 2018, set a global benchmark by forcing companies to rethink how they collect, store, and process personal information (European Commission, 2018). South Africa followed suit with the Protection of Personal Information Act (POPIA), which came into full effect in 2021.

POPIA gives South Africans the right to access their data, correct errors, and even demand deletion. It also obliges organisations to notify individuals of breaches and handle data responsibly (Information Regulator SA, 2021). On paper, this framework is robust. In practice, however, the challenge lies in enforcement. The Information Regulator operates with limited resources compared to the size of the digital economy, and many citizens remain unaware of their rights under the law (Tlakula, 2021).

This gap between law and practice is not unique to South Africa. Even in the EU, regulators struggle to keep pace with technological innovation. Governments are perpetually one step behind in a digital world that never slows down (Kuner, 2020).

What Can Individuals Do?

Despite these challenges, individuals are not powerless. Protecting personal data begins with small but intentional actions. Reviewing privacy settings, limiting the amount of personal information shared online, and activating two-factor authentication can significantly reduce exposure (Schneier, 2015).

Another underutilised tool lies in exercising legal rights. Under both GDPR and POPIA, individuals can request to see what data companies hold on them, demand corrections, and request deletion. Yet, these rights are often overlooked simply because people do not know they exist (Information Regulator SA, 2021). Making use of them is a way to reclaim some control over one’s digital life.

The Legal Implications of Data Protection

The shift toward stronger data protection has reshaped the legal landscape. Companies now face serious consequences for negligence. Under GDPR, tech giants such as Meta and TikTok have faced fines running into hundreds of millions of euros for failing to comply with privacy standards (European Data Protection Board, 2023).

In South Africa, non-compliance with POPIA can lead to fines, reputational damage, and in extreme cases, even prison terms for executives (Information Regulator SA, 2021). Importantly, courts and regulators increasingly treat data protection not just as a consumer issue, but as a human rights matter. Privacy is tied to dignity, equality, and freedom, all of which are enshrined in constitutional frameworks (Currie & De Waal, 2022).

However, unresolved challenges remain. When data moves across borders, jurisdiction becomes murky. For instance, if a server in California leaks South African users’ data, can local regulators intervene? Such cross-border conflicts are shaping some of the most pressing debates in international law (Kuner, 2020).

Conclusion: Shared Responsibility in a Digital Age

Social media connects us in ways unimaginable just two decades ago. Yet the price of that connection is constant exposure. Governments can pass laws, and companies can strengthen cybersecurity, but individuals must also take responsibility for their own digital lives.

The truth is clear: data protection is no longer just a legal issue, it is a social one. It is about preserving trust, safeguarding democracy, and defending the right to live without constant surveillance. In the age of social media, protecting privacy is not someone else’s job. It is a shared responsibility.

References

• Cadwalladr, C. and Graham-Harrison, E. (2018) ‘Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach’, The Guardian, 17 March. Available at: https://www.theguardian.com/news/2018/mar/17/cambridge-analytica-facebook-influence-us-election (Accessed: 20 September 2025).

• Currie, I. and De Waal, J. (2022) The Bill of Rights Handbook. 7th edn. Cape Town: Juta.

• European Commission (2018) General Data Protection Regulation (GDPR). Available at: https://gdpr-info.eu (Accessed: 20 September 2025).

• European Data Protection Board (2023) ‘GDPR enforcement tracker’. Available at: https://www.enforcementtracker.com (Accessed: 20 September 2025).

• Information Regulator South Africa (2021) Protection of Personal Information Act (POPIA): Guidance Notes. Available at: https://inforegulator.org.za/popia (Accessed: 20 September 2025).

• Kuner, C. (2020) ‘The global reach of EU data protection law’, International Data Privacy Law, 10(1), pp. 1–23. Available at: https://doi.org/10.1093/idpl/ipz026 

• Schneier, B. (2015) Data and Goliath: The Hidden Battles to Collect Your Data and Control Your World. New York: W.W. Norton.

• Tlakula, P. (2021) ‘The enforcement challenge of POPIA in South Africa’, Information Regulator Public Lecture. Available at: https://inforegulator.org.za (Accessed: 20 September 2025).

• World Economic Forum (2022) Global Risks Report 2022. Geneva: WEF. Available at: https://www.weforum.org/reports/global-risks-report-2022 (Accessed: 20 September 2025).

• Zuboff, S. (2019) The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. London: Profile Books.

This article is authored by Megan Lombaard, Law Student from South Africa and Trainee of Lets Learn Law Legal Research Training Programme. The views and opinions expressed in this piece are solely those of the author.