Big data, it can, can bring big benefits such as targeted advertisements, smart cars and more. It is available in wearables, implantable devices and as artificial intelligence in normal household gadgets. But It can also lead to big privacy problems. We all generate thousands of data points every day about where we go, who we communicate with, what we buy, and when we do this it makes us vulnerable because we do not know where the data ends up. Because of issues like these there have been multiple expressions of concern from privacy advocates and governments, but there has been little action to improve privacy protection in the online, always connected world. And whose responsibility is it anyways? Companies certainly have a lot of responsibilities when it comes to data, but very often they do not fully understand what those responsibilities are. In this episode, we look at the obligations companies have when it comes to handling data and understanding privacy laws.