Individual control over personal data in the data-driven economy

Control over personal data processing is an integral part of the fundamental right to personal data protection. In the era of big data and growing digital economy, data subject control rights such as the right to erasure and the right to access face important challenges. It is disputable whether new circumstances still allow for meaningful control over personal data processing. To answer this question, the contribution at hand examines legal framework for commercial data use and reuse, paying special regard to the provisions on individual rights. Drawing on this analysis, it will be shown how the meaning of individual rights and their implications have been changing in the light of big data.