Today's information society is characterized by technological progress, globalization and intense competition in which information is crucial for various production, social and economic processes. Information technology plays a central role in this society, whereby information is considered a valuable business resource. Business aim is no longer a one-time sale, but the idea of keeping a potential client as long as possible, that is, creating a certain relationship, where the client will keep coming back and use the services for as long as possible. In order to make this possible, the practice of customer relationship management (CRM), a system of collecting, processing, and applying information about customers and their habits that is carried out through numerous channels, be it correspondence via e-mails, research, data collection from open databases and customer services. The question arises as to how ethical the practice of client relationship management is. The first part of the paper is devoted to the theoretical aspect of the use of consumer data and the review of the legal framework, while the second is devoted to qualitative research consisting of two expert semi-structured interviews. Interviews were conducted with members of organizations that, in their scope of work, also deal with the issue of consumer rights protection with the aim of gaining deeper insight into consumer issues that are directly related to the unethical use of personal data. In this thesis, we have shown how new forms of business, collection, processing and use of large amounts of data and information greatly affect the personal rights of individuals. Due to individuals not understanding their rights and protection measures, the unethical use of data by business entities is becoming more and more common and simpler, which emphasizes the importance of promoting discussion and education about these rights.