Resum:
The issue of this work is how personal data have become the new currency of digital services and the business that has been created behind thanks to the technology of big data. We will also see how new companies have appeared that are dedicated to selling personal data in order to create profiles of the population. One of the aspects that we will see will be how the Organic Law 3/2018, of December 5, on the Protection of personal data and guarantee of digital rights, protects us together with Regulation (EU) 2016/679 of the European Parliament and of the Council, of April 27, 2016, relating to the protection of natural persons with regard to the processing of personal data and the free movement of these data. Finally, a judgment has been analyzed in order to see how the legislation is applied to a real case.