The challenges of privacy protection in the age of big data include the vast amount of personal information collected by companies, often without consent. As organizations analyze this data for insights, they risk disclosing sensitive information, leading to potential breaches. Additionally, data sharing across platforms exacerbates the issue, making it difficult to control privacy settings. Regulatory frameworks like GDPR attempt to protect citizens, but staying compliant poses challenges for businesses. Consequently, individuals face increased risks related to identity theft and surveillance, making privacy a significant concern.