Chinchuri, Anant D.  <br/><br/>
The challenges and possible solutions in protecting the privacy of consumers in the digital age: A legal perspective  

 - Kashmir Journal of Legal Studies  
 - 10(1), Jul, 2023: p.191-202 
<br/><br/> Digitalization brought new challenges to privacy in the digital age. The consumers are playing important role in the digital market. The consumer data become an essential economic asset, similarly it has led to much concern of breach of privacy. The technology like big data, cloud computing, block-chain, AI, 5G etc. are the tools of success in business to understand and track the consumers. Emergence of the digital age, made difficult to define the best ways to balance innovation and growth as well as protecting consumer privacy. The Hon’ble Supreme Court in a number of decisions recognized the right to privacy as a subset of the larger right to life and personal liberty under Article 21 of the Constitution of India. Therefore, the time has come to shift focus from consumer protection to consumer empowerment, impose liability on service and intermediary providers, content filtering and moderation is effective in protecting consumers privacy. Reproduced <br/>http://kashmirjournaloflegalstudies.edu.in// b481-4e09-8ecf-05057a46ed5d.pdf<br/>