The right to privacy in a Big Data society. Merits and limits of the GDPR

With the non-stop development of technology, Big Data generation has seen a rise like no other. The rise of Big Data has given a possibility to numerous ways in which personal data of consumers could be used leaving the people vulnerable. The European Union came up with GDPR as the latest way of protecting the rights of citizens. In this paper, we analyze different aspects of Big Data such as legal framework, consent, and anonymization and see in what ways GDPR has benefitted in protecting personal data and what its limitations are.