With antitrust and data privacy laws shaping the digital economy, concerns loom over large digital platform firms gathering substantial amounts of data to bolster their competitive advantages in the market.

The path forward would be to recognize DPI as a separate category with independent oversight and ensure controls and limits on state power.

The DPDP Act marks a significant milestone toward protecting individual privacy. Still, the current practice of behavioral profiling and cross-platform tracking by digital powerhouses uplifts some important questions on the DPDP Act’s compliance with free consent and purpose limitation.

The introduction of DPDPA necessitates significant changes in the marketing strategies employed by entities relying on personalization and targeted advertisement.

Author focuses on distinguishing between personal and non-personal data, including on their regulatory, legal and commercial implications.

Author analyses the provisions regarding cross-border transfer of data in the draft Digital Personal Data Protection Bill 2022.