The advent of the information-rich economy renders personal data into a valuable resource which can be readily exploited and difficult to protect. As online technologies develop and social media grows exponentially, users appear to divulge information about themselves and to accept a company's terms and conditions with a quick click of the mouse. But it is not just carelessness that makes users surrender their privacy but also outdated EU data protection rules from the mid-1990s that are no longer capable or sufficient to adequately respond to prevailing online practices.