The aim of this paper is to bring closer the concept of digital platforms, as well as to recognise the way in which the economy data work; to present the privacy issues that users are dealing with in digital world. A modern man is present in the virtual space of the digital world, surrounded by digital media, social networks and various platforms that connect everything; making it more accessible and are one step closer to total transformation of the world we live in. By the development of social platforms, everyday life has been improved, but at the same time personal data have become more endangered, and the right to protect them becomes more important. Personal data has become merchandise trade. This paper is going to explain the way in which it works, but at the same time it is going to stress the dangers of that type of economy. The economy that is bizarre when it comes to surveillance and personal data collection and equally bizzare when it comes to violation of human rights. That leads to privacy issues, questioning the idea of privacy itself, inside the digital world. It questions the idea of personal choice; it deals with it as a part of a collective issue as well. Personal data were given the economical and political power by which they become toxic towards society. The danger of such power manifests through numerous examples of identity theft, extortion, public labeling, humiliation, increasing discrimination and society polarisation, followed by dangers of the modern time. Privacy should be personal choice. Instead, it has become a collective issue which undermines the rudiments of democracy, while it perfectly builds the cornerstones of totalitarianism. This paper also attempts to answer how much privacy and data protection – as a new economic power – are dangerous for the society and democracy. With the purpose of the research of the adeptness and public opinion about trade processes, the privacy issue, and dealing with the personal privacy, the public opinion poll was made on the territory of the Republic of Croatia.