ПИТАННЯ ЗАХИСТУ ПЕРСОНАЛЬНИХ ДАНИХ ПРИ ВИКОРИСТАННІ ХМАРНИХ ТЕХНОЛОГІЙ

It is indicated that in today's digital world, where the amount of stored and processed data is growing at a frantic pace, issues of personal data protection are becoming increasingly important. With the proliferation of cloud technologies that allow companies and individuals to store and process information on remote servers, a new spectrum of threats to data privacy and security is emerging. The article examines the issue of personal data protection when using cloud technologies, in particular, the need to integrate legal and technological aspects to ensure comprehensive protection. The impact of international regulatory acts, such as GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Protection Act), on cloud data protection processes is analyzed. Particular attention is paid to problems arising from differences in the legal regimes of different countries, which complicate data management at the international level. The article examines in detail modern technical solutions, such as data encryption and multifactor authentication, which are key elements in protecting confidential information. These technologies have been found to provide a high level of protection, but also have their vulnerabilities. Based on this, it is proposed to invest in the latest technologies, in particular quantum encryption and artificial intelligence, to improve the effectiveness of data protection. Practical cases of data leaks are separately considered, which emphasize the importance of proper configuration of security systems and regular monitoring. Analysis of the results of empirical research shows the need to adapt business processes to changes in the regulatory environment and introduce new technologies to reduce risks. Based on the received data, recommendations for organizations are formulated, which include reviewing data protection policies, investing in modern technologies and training employees. The conclusions of the article emphasize the need for a comprehensive approach to ensuring the protection of personal data in cloud environments. This involves taking into account both modern technologies and current legal requirements to ensure adequate data protection and minimize possible risks. [ABSTRACT FROM AUTHOR]