DATA PRIVACY IN THE ERA OF BIG DATA: LEGAL AND TECHNICAL FRAMEWORKS

The rapid development of big data technologies has transformed the ways in which organizations collect, process, store, and analyze personal information. Although large-scale data processing creates significant opportunities for scientific research, economic growth, public administration, and technological innovation, it also raises serious concerns regarding privacy, data security, individual autonomy, and legal accountability. This article examines the principal legal and technical frameworks designed to protect personal data in the era of big data. Particular attention is given to international data protection standards, privacy legislation, encryption, anonymization, access control, privacy-enhancing technologies, and artificial intelligence-based data processing. The article also explores the challenges associated with cross-border data transfers, re-identification risks, algorithmic profiling, and the responsible use of personal information. It argues that effective data privacy protection requires an integrated approach combining clear legal obligations, advanced technical safeguards, organizational accountability, and public awareness.