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The new E.U. proposal for a general data protection regulation has been introduced to give an answer to the challenges of the evolving digital environment. In some cases, these expectations could be disappointed, since the proposal is still based on the traditional main pillars of the last generation of data protection laws. In the field of consumer data protection, these pillars are the purpose specification principle, the use limitation principle and the "notice and consent" model. Nevertheless, the complexity of data processing, the power of modern analytics and the "transformative" use of personal information drastically limit the awareness of consumers, their capability to evaluate the various consequences of their choices and to give a free and informed consent. To respond to the above, it is necessary to clarify the rationale of the "notice and consent" paradigm, looking back to its origins and assessing its effectiveness in a world of predictive analytics. From this perspective, the paper considers the historical evolution of data protection and how the fundamental issues coming from the technological and socio-economic contexts have been addressed by regulations. On the basis of this analysis, the author suggests a revision of the "notice and consent" model focused on the optin and proposes the adoption of a different approach when, such as in Big Data collection, the data subject cannot be totally aware of the tools of analysis and their potential output. For this reason, the author sustains the provision of a subset of rules for Big Data analytics, which is based on a multiple impact assessment of data processing, on a deeper level of control by data protection authorities, and on the different optout model. [ABSTRACT FROM AUTHOR]

Modern identity is valuable, multi-functional and complex. Today we typically manage multiple versions of self, made visible in digital trails distributed widely across offline and online spaces. Yet, technology-mediated identity leads us into crisis. Enduring accessibility to greater and growing personal details online, alongside increases in both computing power and data linkage techniques, fuel fears of identity exploitation. Will it be stolen? Who controls it? Are others aggregating or analysing our identities to infer new data about us without our knowledge or consent? New challenges present themselves globally around these fears, as manifested by concerns over massive online data breaches and automated identification technologies, which also highlight the conundrum faced by governments about how to safeguard individuals' interests on the Web while striking a fair balance with wider public interests. This paper reflects upon some of these problems as part of the inter-disciplinary, transatlantic 'Superldentity' project investigating links between cyber and real-world identifiers. To meet the crisis, we explore the relationship between identity and digitisation from the perspective of policy and law. We conclude that traditional models of identity protection need supplementing with new ways of thinking, including pioneering 'technical-legal' initiatives that are sensitive to the different risks that threaten our digital identity integrity. Only by re-conceiving identity dynamically to appreciate the increasing capabilities for connectivity between different aspects of our identity across the cyber and the physical domains, will policy and law be able to keep up with and address the challenges that lie ahead in our progressively networked world. [ABSTRACT FROM AUTHOR]