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Guarding Your Data: Navigating Social Media Privacy Laws in Bhutan

I. Introduction

Who truly controls your personal information once it is shared online? In Bhutan, this question has become increasingly relevant as social media platforms transform how people connect, communicate, and consume information. While these platforms create new opportunities for expression and interaction, they also raise complex concerns about the protection of personal data. As Bhutan advances in its digital journey, examining how well its legal framework safeguards privacy on social media is vital. The guiding question is: How effective are Bhutan's current regulations in protecting data privacy in the era of social media, and what improvements are needed to enhance user protection?


II. Context

Bhutan’s rapid digitalization has led to widespread reliance on social media. Platforms like Facebook, Instagram, TikTok and WeChat have become central to public communication and information-sharing. However, this expansion also exposes citizens to risks such as data misuse, privacy violations, and difficulties in enforcing accountability when platforms operate across borders.


III. Legal Framework

Bhutan’s laws on data privacy are still taking shape. The National Digital Identity (NDI) Act of 2023 marks a significant milestone by introducing a decentralized identity system that seeks to give citizens greater control over their personal data. Other relevant instruments include the Information, Communications, and Media Act of Bhutan (ICMA) 2018 and the Rules and Regulations on Content 2019, which address content governance and digital protection. Together, these measures form an initial but incomplete framework for safeguarding users in the online environment.


IV. Critical Analysis

Bhutan’s legal approach to social media privacy has made important progress, but there are still areas that require further development. At present, the framework is spread across several laws rather than being consolidated into a single, comprehensive cyber law. This creates some uncertainty for both regulators and citizens, particularly as social media technologies evolve quickly. A more unified legal structure could help ensure clarity and consistency in protecting user data.


Enforcement is another area where improvements could be made. Currently, Bhutan does not have specialized regulatory bodies or cyber courts with the technical expertise needed to handle complex privacy disputes, especially those involving international platforms that store data outside the country. Strengthening institutional capacity and building specialized mechanisms could enhance the effectiveness of existing protections.


There is also room to improve the practical application of these laws. Limited technical expertise within enforcement agencies, combined with relatively low levels of digital literacy among citizens, reduces awareness and protection of privacy rights. At the same time, cyber threats are constantly evolving, while legal tools tend to remain static. Additionally, more attention could be given to cultural and linguistic considerations, such as the representation of Dzongkha content and Bhutanese values in online spaces. Addressing these gaps would help ensure that data privacy protections remain relevant, inclusive, and responsive to both global challenges and local contexts.


V. Conclusion

To protect citizens in Bhutan’s rapidly growing digital space, the country needs a strong, centralized cyber law that combines privacy protection with broader digital rights. Alongside this, there should be continuous training for both citizens and regulators, better technical infrastructure, and collaboration with international organizations to adapt global standards to Bhutanese values. By creating clear, enforceable rules and building awareness, Bhutan can ensure its citizens use social media safely while protecting their privacy, culture, and digital sovereignty.


References


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


 
 
 

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