PROTECTION OF PERSONAL DATA IN THE CONTEXT OF DIGITALIZATION

Аннотация

In the context of the digitalization of the economy, consumer protection becomes particularly important as technological advancements create new challenges and risks. This study examines the key theoretical and legal aspects of consumer protection, the specifics of its regulation in the digital environment, and the impact of platform-based models on consumer relations. Special attention is given to the legal mechanisms ensuring the reliability of electronic signatures and authentication, as well as issues related to improving personal data legislation. Based on the conducted analysis, recommendations are proposed to strengthen consumer legal protection in the digital economy. Keywords: consumer protection, digital economy, platform-based models, personal data, electronic signature, authentication, regulation. I. The concept of personal data and its significance in the digital era In the modern digital landscape, personal data has become one of the most valuable and vulnerable assets. The widespread adoption of digital technologies, artificial intelligence, and big data analytics has dramatically increased the volume of personal data being processed, raising crucial legal, ethical, and security concerns. The concept of personal data varies across jurisdictions, yet its fundamental essence revolves around any information related to an identifiable individual. Personal data is legally defined in various jurisdictions with certain nuances. The General Data Protection Regulation (GDPR) of the European Union provides one of the most comprehensive definitions, stating that personal data includes "any information relating to an identified or identifiable natural person" (Article 4, GDPR). This definition encompasses names, identification numbers, location data, online identifiers, and even factors specific to an individual’s physical, genetic, mental, economic, cultural, or social identity. In contrast, the concept of personal data in the Republic of Uzbekistan is defined in the Law "On Personal Data", which provides a comprehensive approach to identifying and regulating personal information. According to this law, personal data encompasses “any information that relates directly or indirectly to an identified or identifiable individual”. This broad definition ensures that both explicitly stated and inferred data concerning an individual fall within the scope of legal protection. Unlike earlier legislative definitions, the modern interpretation of personal data recognizes that certain information may not directly reveal an individual’s identity but can still be classified as personal data if it allows for identification when combined with other information. Personal data in Uzbekistan can exist in various forms, including names, addresses, contact details, photographs, biometric data, financial records, and medical information. Additionally, data generated through online activities, such as browsing history and consumer preferences, may also be considered personal data if they can be linked to a 17 specific individual. In today’s digital landscape, personal data plays an increasingly vital role. The expansion of digital services and online platforms has led to a significant increase in the collection and processing of personal data. While this enables personalized services and enhanced user experiences, it also presents challenges related to data security and privacy. Given the transnational nature of digital information, ensuring the protection of personal data requires a robust legal framework that aligns with international standards. The value of personal data extends beyond mere identification. According to legal scholar Daniel Solove, personal data should be viewed as a multifaceted concept that influences privacy, security, and individual autonomy. He argues that the commodification of personal data by corporations necessitates stronger legal frameworks to prevent misuse and exploitation. Similarly, Professor Alessandro Acquisti emphasizes the economic dimension of personal data, noting that companies leverage consumer data to predict behaviors, shape marketing strategies, and enhance artificial intelligence applications. With the increasing reliance on digital services, personal data now plays a crucial role in financial transactions, healthcare, and social interactions. However, this reliance comes with heightened risks, as seen in large-scale data breaches like those suffered by Facebook and Instagram, exposing millions of users’ sensitive information. Such incidents highlight the pressing need for effective data protection regulations. While the GDPR is often considered the gold standard for data protection, Uzbekistan has taken significant steps to enhance personal data regulations. The Law on Personal Data mandates that data processing must be lawful, secure, and conducted with the subject’s consent. However, unlike the GDPR, which enshrines the right to be forgotten, Uzbekistan’s legal framework lacks e