Abstract: This paper seeks to analyse the benefits of big data
and more importantly the challenges it pose to the subject of privacy
and data protection. First, the nature of big data will be briefly
deliberated before presenting the potential of big data in the present
days. Afterwards, the issue of privacy and data protection is
highlighted before discussing the challenges of implementing this
issue in big data. In conclusion, the paper will put forward the debate
on the adequacy of the existing legal framework in protecting
personal data in the era of big data.