Data Protection In The Era Of Social Media

In the vast and constantly expanding digital landscape, the term “social media” has become ubiquitous. More than just websites or apps, social media signifies a profound shift in how humans interact, communicate, and share information. To genuinely understand its global impact, we must first establish a clear and comprehensive definition of what social media actually is.

According to the University of Florida, Social Media is an internet-based form of communication. Social media platforms enable users to have conversations, share information, and create web content.

Social media has made an impact on every individual globally, whether personally or professionally. One key feature of social media is User-Generated Content (UGC). According to In LRO Solutions, UGC refers to any type of content, such as photos, videos, reviews, or testimonials, created by people rather than the brand itself. Social media is also a platform that enhances interactivity and engagement. Social media platforms are inherently interactive. Users can “like,” “comment,” and “share.” This fosters a sense of community and allows for rapid dissemination of information. In essence, social media has democratized content creation and distribution, shifting power from traditional gatekeepers.

The growing concern over personal data privacy on social media platforms is a significant issue stemming from the fundamental business model of these companies and the behaviours they encourage. The core problem is that social media platforms are built on the extensive collection, algorithm processing, and commercial exploitation of user data. This creates a complex landscape of privacy risks for individuals. In today’s rapidly digitalizing world, the convenience that technology offers comes at a significant cost—our personal data. What was once considered specialised issues discussed mainly among security experts has now become a mainstream concern, as the collection, storage, and use of personal information by corporations and governments raise serious ethical, privacy, and security questions.

At the heart of this issue is the concept of surveillance capitalism, a term introduced by scholar Shoshana Zuboff. This business model, heavily adopted by social media platforms and large tech companies, relies on gathering enormous amounts of user data—covering everything from browsing habits to personal interests and social connections. These companies then create detailed user profiles that are sold to advertisers and third parties, often without the user’s clear or informed consent. The sheer depth of information collected can expose intimate details about individuals, such as their political leanings, health conditions, or financial behaviours, effectively stripping people of control over their digital identities as these identities are commoditised for profit.

Another major concern is the security risk posed by data breaches. Since companies store vast amounts of sensitive information—names, addresses, passwords, financial details—they become attractive targets for cybercriminals. A single successful attack can compromise millions of records, leading to identity theft, financial fraud, and phishing scams. These incidents not only harm individuals directly but also erode public trust in digital services, underscoring the urgent need for stronger cybersecurity measures, stricter regulations, and greater corporate accountability in handling personal data.

Furthermore, the emergence of artificial intelligence (AI) and machine learning technologies introduces additional layers of complexity. These systems rely on extensive datasets for training, and if the data contains inherent biases, the resulting AI models can replicate or even intensify discrimination. For instance, algorithms used in recruitment or loan approvals could inadvertently disadvantage specific demographic groups, perpetuating existing inequalities. This phenomenon, known as algorithmic bias, highlights how data, when mishandled or used unethically, can have profound real-world consequences—impacting job opportunities, financial access, and even social mobility.

In reducing the rate of data breaches, there are legal frameworks that have been put in place. In an increasingly data-driven world, the protection of personal information has become a critical concern. As technology enables businesses to collect, process, and transfer vast amounts of data, governments worldwide have responded by enacting comprehensive laws to safeguard individual privacy. These legal and regulatory frameworks are designed to give people greater control over their personal data and hold organizations accountable for how they handle that information. Among the most influential of these are the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the Nigerian Data Protection Act (NDPA). While they share a common goal of protecting data privacy, each framework has distinct characteristics, scopes, and enforcement mechanisms that reflect the legal and cultural contexts of its respective jurisdiction.

The General Data Protection Regulation (GDPR) stands out as the most far-reaching and influential data protection law globally. Enacted by the European Union, the GDPR's primary aim is to harmonize data privacy laws across the EU and provide EU citizens with greater control over their personal data. The law is built on a foundation of core principles, including lawfulness, fairness, and transparency, requiring organizations to process data legally and with the full knowledge of the data subject. It also emphasizes data minimization, ensuring that organizations only collect the data they absolutely need. A key aspect of the GDPR is its broad extraterritorial scope; it applies to any organization, anywhere in the world, that processes the personal data of individuals in the EU. This has effectively made the GDPR a global standard, compelling companies worldwide to adapt their data practices to comply with its strict requirements.

Across the Atlantic, the California Consumer Privacy Act (CCPA) and its subsequent amendment, the California Privacy Rights Act (CPRA), represent a significant legal framework in the United States. The CCPA grants California residents a series of powerful rights over their personal information. These include the right to know what data a business has collected about them, the right to delete that data, and the right to opt out of the sale or sharing of their information. Unlike the GDPR, which is a regulation, the CCPA is a state statute. It primarily targets for-profit businesses that meet certain revenue or data processing thresholds, making its scope narrower than the GDPR's. The CCPA's focus on giving consumers control over their data and preventing its unauthorized sale has had a ripple effect, inspiring similar data privacy laws in other U.S. states.

In Africa, the Nigerian Data Protection Act (NDPA) 2023 marks a pivotal moment for data privacy on the continent. The NDPA provides a comprehensive legal framework for the protection of personal data in Nigeria, establishing the Nigeria Data Protection Commission (NDPC) as the regulatory body. The act outlines principles for data processing that mirror many of the GDPR's, such as purpose limitation and data minimization. It also grants Nigerian data subjects rights to access, correct, and object to the processing of their data. A notable feature of the NDPA is its regulation of cross-border data transfers, requiring that personal data transferred out of Nigeria is sent to jurisdictions or organizations with an adequate level of data protection. This provision is crucial for protecting the data of Nigerian citizens in an interconnected global economy.

In conclusion, the GDPR, CCPA, and NDPA are three powerful examples of how governments are responding to the challenges of data privacy in the digital age. While each law is a product of its specific legal and political environment, they share a common purpose: to empower individuals and create a more transparent and accountable data ecosystem. The GDPR's comprehensive and extraterritorial nature has set a global benchmark, influencing laws like the NDPA. Meanwhile, the CCPA has established a robust consumer-centric model in the United States. Together, these frameworks illustrate a growing global commitment to treating personal data not as a free-flowing commodity, but as a fundamental right to be protected. As technology continues to evolve, these laws will undoubtedly serve as a foundation for future regulations aimed at securing our digital lives.

The era of social media has undeniably revolutionized human interaction, communication, and information sharing, but it has also exposed individuals to unprecedented risks concerning personal data privacy and security. The business model of surveillance capitalism, coupled with the growing threat of data breaches and the complexities introduced by artificial intelligence, demonstrates that the misuse or mishandling of personal data can have far-reaching ethical, economic, and social consequences.

However, the emergence of robust legal frameworks such as the GDPR, CCPA, and NDPA reflects a global recognition of the need to safeguard personal information and hold organizations accountable. These laws, though distinct in scope and approach, share a common objective: restoring control of personal data to individuals and ensuring greater transparency in data processing practices.

As social media and technology continue to evolve, the balance between innovation, user engagement, and data protection will remain a critical challenge. The future of digital interaction depends not only on technological advancements but also on strong ethical standards, informed legal frameworks, and collective responsibility to protect the fundamental right to privacy in the digital age.

REFERENCES

1.      Zuboff, S. (2019). The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. PublicAffairs.

2.      Schneier, B. (2015). Data and Goliath: The Hidden Battles to Collect Your Data and Control Your World. W. W. Norton & Company.

3.      European Union. (2016). General Data Protection Regulation (GDPR).

 4.      U.S. Government Accountability Office. (2022). Consumer Data: Increasing Use Poses Risks to Privacy. GAO-22-106096.

 5.      Farayola, O. A., Olorunfemi, O. L., & Shoetan, P. O. (2024). DATA PRIVACY AND SECURITY IN IT: A REVIEW OF TECHNIQUES AND CHALLENGES. Computer Science & IT Research Journal, 5(3), 606-615.

 6.      Socialinsider. (2025, February 27). \[What Data Says] How Many Social Media Interactions Does Every Platform Drive. Socialinsider. Retrieved from [https://www.socialinsider.io/blog/social-media-interaction?hl=en-US](https://www.socialinsider.io/blog/social-media-interaction?hl=en-US) ([Socialinsider][1])

 7.      Fabiano, A. (2024, October 11; updated November 22). The Power of User-Generated Content on Social Media. LRO Solutions. Retrieved from [https://lrosolutions.com/the-power-of-user-generated-content-on-social-media/?hl=en-US](https://lrosolutions.com/the-power-of-user-generated-content-on-social-media/?hl=en-US) ([LRO Solutions][2])

 8.      University of South Florida, Office of University Communications and Marketing. (n.d.). Introduction to Social Media. University of South Florida. Retrieved from [https://www.usf.edu/ucm/social-media/intro-social-media.aspx?hl=en-US](https://www.usf.edu/ucm/social-media/intro-social-media.aspx?hl=en-US) ([University of South Florida][3])

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