Commercialization of Citizen Data by Digital Platforms: Between Legality and Exploitation
DOI:
https://doi.org/10.62872/beqpfa97Keywords:
consent, data commercialization, digital exploitation, personal data, privacy protectionAbstract
The commercialization of citizens’ personal data has become a core element of digital platform business models through profiling, targeted advertising, and data analytics. The legality of such practices is commonly justified through user consent as the legal basis for data processing. In practice, however, consent is often formalistic and reflects an imbalance of bargaining power between platforms and users. This condition raises legal questions regarding the boundary between lawful data management and digital exploitation of privacy rights. This study aims to analyze the legality of data commercialization by digital platforms and to examine whether such practices constitute exploitation under personal data protection law. Using a normative juridical method with statutory, conceptual, and limited comparative approaches, this study finds a normative conflict between personal data protection principles and data driven economic practices legitimized by consent. Formal compliance does not necessarily ensure substantive privacy protection. The study concludes that restrictive interpretation of consent and stronger platform accountability are required to prevent the normalization of data exploitation in the digital economy.
Downloads
References
Undang-Undang
Undang Undang Dasar Negara Republik Indonesia Tahun 1945.
Undang Undang Nomor 27 Tahun 2022 tentang Perlindungan Data Pribadi.
Undang Undang Nomor 19 Tahun 2016 tentang Perubahan atas Undang Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik.
Peraturan Pemerintah Nomor 71 Tahun 2019 tentang Penyelenggaraan Sistem dan Transaksi Elektronik.
Artikel dan Buku
Abrardi, L., Cambini, C., & Hoernig, S. (2024). “I don't care about cookies!” data disclosure and time-inconsistent users. Information Economics and Policy. https://doi.org/10.1016/j.infoecopol.2024.101112.
Alexander, A. (2025). Data and AI mystification: Ownership, control, and financialization in the platform. Big Data Soc., 12. https://doi.org/10.1177/20539517251355617.
Birch, K., Cochrane, D., & Ward, C. (2021). Data as asset? The measurement, governance, and valuation of digital personal data by Big Tech. Big Data & Society, 8. https://doi.org/10.1177/20539517211017308.
Fad, M. (2021). Perlindungan Data Pribadi Dalam Perspektif Sadd Dzari’ah. MUAMALATUNA. https://doi.org/10.37035/mua.v13i1.4674.
Fassl, M., Gröber, L., & Krombholz, K. (2021). Stop the Consent Theater. Extended Abstracts of the 2021 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3411763.3451230.
Frolovskaya, Y., & Bondarenko, T. (2025). Problem Issues of Collecting Personal Data in the Era of Global Digitalization. Sociopolitical Sciences. https://doi.org/10.33693/2223-0092-2025-15-3-182-188.
Guggenberger, N. (2025). Consent as Friction. Boston College Law Review. https://doi.org/10.70167/choq9209.
Hase, V., Ausloos, J., Boeschoten, L., Pfiffner, N., Janssen, H., Araujo, T., Carrière, T., Vreese, C., Haßler, J., Loecherbach, F., Kmetty, Z., Möller, J., Ohme, J., Schmidbauer, E., Struminskaya, B., Trilling, D., Welbers, K., & Haim, M. (2024). Fulfilling data access obligations: How could (and should) platforms facilitate data donation studies?. Internet Policy Rev., 13. https://doi.org/10.14763/2024.3.1793.
Irmawati, E., Pieries, J., & Widiarty, W. (2024). Perlindungan Hukum Atas Data Pribadi Nasabah Bank Pengguna Mobile Banking dalam Perspektif Uu No 27 Tahun 2022 tentang Kebocoran Data. Jurnal Syntax Admiration. https://doi.org/10.46799/jsa.v5i1.964.
Kim, M., Jacob, Y., & Bire, C. (2025). Perlindungan Data Pribadi Pada Platform Digital Pinjaman Online Ditinjau Dari Undang-Undang Nomor 27 Tahun 2022 Tentang Perlindungan Data Pribadi (Studi Kasus Di Kota Kupang, NTT). Artemis Law Journal. https://doi.org/10.35508/alj.v2i2.21070.
Lech, F., & Durovic, M. (2021). A Consumer Law Perspective on the Commercialization of Data. European Review of Private Law. https://doi.org/10.54648/erpl2021038.
Lutrianto, I., & Riswaldi, R. (2025). Legal Problems of Personal Data Protection in The Digital Era in Personal Data Protection Law in Indonesia. Greenation International Journal of Law and Social Sciences. https://doi.org/10.38035/gijlss.v3i2.429.
Maharani, R., & Prakoso, A. (2024). Perlindungan Data Pribadi Konsumen Oleh Penyelenggara Sistem Elektronik Dalam Transaksi Digital. JURNAL USM LAW REVIEW. https://doi.org/10.26623/julr.v7i1.8705.
Marzuki, P. M. (2017). Penelitian hukum (Edisi revisi). Kencana.
Noviyanti, D., , Y., & , S. (2025). Legal Protection Analysis of Personal Data Breaches in Shopee Paylater Consumer Loan Transactions. Journal of Law and Economics. https://doi.org/10.56347/jle.v4i1.240.
Popova, S. (2020). Latent exploitation of users of digital platforms as a norm of the techworld: to articulation of the problem for social research. , 11-25. https://doi.org/10.7256/2454-0617.2020.2.33522.
Putri, A., Sari, N., Fajrina, P., & Aisyah, S. (2024). Keamanan Online dalam Media Sosial: Pentingnya Perlindungan Data Pribadi di Era Digital (Studi Kasus Desa Pematang Jering). Jurnal Pengabdian Nasional (JPN) Indonesia. https://doi.org/10.35870/jpni.v6i1.1097.
Rosadi, S. (2017). PRINSIP-PRINSIP PERLINDUNGAN DATA PRIBADI NASABAH KARTU KREDIT DIKAITKAN DENGAN UNDANG-UNDANG NO 11 TAHUN 2008 TENTANG ITE DAN PERATURAN BANK INDONESIA NO 7/6/PBI/2005. , 19, 206-212. https://doi.org/10.24198/sosiohumaniora.v19i3.11380.
Sautunnida, L. (2018). Urgensi Undang-Undang Perlindungan Data Pribadi di Indonesia: Studi Perbandingan Hukum Inggris dan Malaysia. Kanun Jurnal Ilmu Hukum. https://doi.org/10.24815/kanun.v20i2.11159.
Schairer, C., Rubanovich, C., & Bloss, C. (2018). How Could Commercial Terms of Use and Privacy Policies Undermine Informed Consent in the Age of Mobile Health?. AMA journal of ethics, 20 9, E864-872 . https://doi.org/10.1001/amajethics.2018.864.
Sjøvaag, H., Brantner, C., Ferrer-Conill, R., Karlsson, M., & Helles, R. (2025). Datafying citizens: Third-party trackers and data-as-payment in government infrastructure. Nordicom Review, 46, 76 - 99. https://doi.org/10.2478/nor-2025-0004.
Van Der Vlist, F., & Helmond, A. (2021). How partners mediate platform power: Mapping business and data partnerships in the social media ecosystem. Big Data & Society, 8. https://doi.org/10.1177/20539517211025061.
Yitawati, K., , S., Purwati, Y., & Sukarjono, B. (2022). IMPLIKASI DAN SOSIALISASI UNDANG-UNDANG TENTANG PERLINDUNGAN DATA PRIBADI DALAM MENJAGA KERAHASIAAN DATA PRIBADI SESEORANG. JURNAL DAYA-MAS. https://doi.org/10.33319/dymas.v7i2.92.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Anis Noviya, Unggul Sagena (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
