PROTECTING PRIVACY IN THE AGE OF SOCIAL MEDIA: CHALLENGES FOR SUSTAINABLE DEVELOPMENT AND CIRCULAR ECONOMY

Abstract

The rapid growth of social media has reshaped communication and connectivity while raising critical concerns regarding user privacy and environmental sustainability. This study examines the intersection of privacy protection, sustainable development, and circular economy principles within the social media ecosystem. By analyzing how platforms collect, store, and use data, the research identifies key privacy challenges and the environmental impacts of data-intensive practices. The study explores current regulatory frameworks, such as GDPR and CCPA, assessing their effectiveness in promoting privacy and sustainability goals. Policy recommendations include incorporating sustainability metrics in privacy laws, standardizing global privacy standards, and incentivizing privacy-preserving technologies to create a responsible data management model. Best practices, such as privacy-by-design, data minimization, and decentralized storage, are suggested to align privacy and sustainability, fostering a more ethical and resource-efficient digital ecosystem. The findings emphasize the need for integrated legal adaptations to balance technological innovation with privacy and environmental responsibility, ensuring that social media contributes positively to sustainable development.