Abstract
This paper discusses the phenomenon, typical of our Digital Age, called as the ’privacy paradox’: although users are aware of the threats to their privacy, the analysis of their online behavior seemingly shows a lack of interest in their privacy, as they keep using online services and products, and even if they know their privacy rights and the existing legal measures to protect them, they appear unwilling of using available protection tools. This paper will show that the reason of this (apparent) paradox is not necessarily the users’ neglectful attitude towards their privacy but should be found in the lack of effective implementation tools, at both legal and technical level (e.g. privacy policies).
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