Consumer data has become one of the most valuable resources in modern business. Organisations collect personal information such as names, contact details, financial information, identification details, purchase history, location, preferences, online behaviour and sometimes sensitive personal information while providing goods and services. The extensive use of digital platforms, e-commerce, mobile applications, online banking and social media has increased the importance of protecting such information. From the perspective of Business Ethics, data protection is not merely a legal obligation but also a moral responsibility of businesses. Consumers have a legitimate expectation that their personal information will be collected fairly, used responsibly and protected against misuse. The right to privacy is one of the most fundamental consumer rights in relation to data protection. Consumers have the right to expect that their personal information will not be unnecessarily exposed, monitored or misused. Businesses should respect the privacy of customers and should collect only information that is relevant to a legitimate business purpose. For example, an online retailer may require an address to deliver a product, but collecting unrelated personal information without justification may violate the consumer's reasonable expectation of privacy. Ethical businesses recognise privacy as an essential element of consumer dignity and trust. The right to informed consent is another important consumer right. Consumers should know what personal information is being collected, why it is being collected, how it will be used and, where relevant, with whom it may be shared. Consent should be meaningful rather than obtained through complicated terms and conditions that consumers cannot reasonably understand. Businesses should communicate their privacy practices in clear and simple language. Consumers should not be forced into providing unnecessary information merely because they want to access an essential service. Consumers also have the right to transparency regarding the processing of their personal data. A business should disclose its data collection and processing practices honestly. Transparency includes explaining the purposes for which data is collected, the categories of information involved, the retention period where applicable and the circumstances under which information may be disclosed to third parties. From an ethical standpoint, transparency prevents businesses from taking advantage of consumers' lack of technical knowledge. The right to access personal information is another significant protection. Consumers should be able to know whether an organisation holds information about them and, where applicable, obtain access to that information. Access enables consumers to understand how businesses maintain their records and identify possible inaccuracies or inappropriate processing. It also promotes accountability because an organisation knows that consumers may question the manner in which their information is handled. Closely related to the right of access is the right to correct inaccurate or incomplete information. Incorrect consumer information can have serious consequences. For example, inaccurate financial or identification information may affect access to credit, insurance or other services. Businesses therefore have an ethical responsibility to maintain accurate records and provide reasonable mechanisms through which consumers can request corrections. Maintaining inaccurate information knowingly can undermine fairness and cause financial or reputational harm to consumers. Consumers may also have rights concerning deletion or erasure of their personal information, subject to applicable law and legitimate requirements for retaining information. Once data is no longer necessary for the