Author: Karthikasshree. N, Student at School of Law, SASTRA Deemed University, Thanjavur.
With the growth of industrialization and automation, the notion of privacy has developed. In the era of automation and technology, privacy for humans means more than just seclusion; it also means controlling the dissemination of personal information. The internet is a novel environment, and its peculiarities influence how user privacy is breached and thus governed. It is vital to spend time analysing how these specific concerns influence how an individual perceives the risk of privacy invasion when surfing or purchasing online. Online transactions are a unique component of the Consumer Protection legislation that was established in response to the rising e-commerce industry and technological advancements. Based on the six rights guaranteed by the Consumer Protection act, 2019, definition of a consumer and review of various research outcomes and legislations across the world, the concept of location masking is suggested to be an efficient tool in the enhancement of consumer privacy protection drive. The implications of these findings for businesses are that consumers’ willingness to disclose personal information is dependent on their trust in privacy policies, their consent and control over how companies use their information, and highly personalised and relevant content and offers.