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Personal Data Protection – Rights and Obligations in the Digital Age

Personal Data Protection – Rights and Obligations in the Digital Age

Personal data protection has become one of the most important legal issues in modern business and communication. In the era of digitalization, companies and institutions are obligated to handle personal data in a lawful and transparent manner, while citizens have the right to security and control over their personal data.

What is personal data?

Personal data is any information that can directly or indirectly identify an individual, such as:

  • Name and surname
  • Home address
  • Personal ID number and ID card number
  • Phone number and email address
  • IP address and location data
  • Biometric and medical data

Legal Framework for Data Protection

In Serbia, personal data protection is regulated by the Personal Data Protection Law, which is aligned with the European Union’s General Data Protection Regulation (GDPR). This law prescribes:

  • Principles of data processing – legality, fairness, transparency, and purpose limitation of processing.
  • Rights of individuals whose data is processed – the right to information, rectification, erasure, and data portability.
  • Obligations of data controllers and processors – responsibility for data protection and implementation of security measures.

Obligations of Business Entities

All legal entities that collect and process personal data have the following obligations:

  • 📌 Notify users about the purpose of data collection
  • 📌 Obtain consent for data processing, except in legally prescribed exceptions
  • 📌 Apply technical and organizational measures for data protection
  • 📌 Appoint a Data Protection Officer (DPO) in certain cases
  • 📌 Report data breaches to the relevant authorities within the statutory period

Rights of Citizens and Protection from Abuse

Individuals whose data is processed have the right to:

  • 🔹 Request access to their data and the manner of its processing
  • 🔹 Request correction or erasure of data (“right to be forgotten”)
  • 🔹 Object to data processing
  • 🔹 Be informed of any data security breaches

Conclusion

Personal data protection is not only a legal obligation but also a way to build trust between organizations and users. Every company processing data must take necessary measures to ensure lawful and secure data handling. In cases of rights violations, legal protection is crucial to prevent abuse and protect citizens' privacy.