Relevance. The article discusses ways to protect the personal data of the consumer as their subject. It is noted that the risk of violation of the rights of this category of citizens has increased significantly in the era of digitalization. Legislative novelties proposed by the scientific community concerning the recognition of personal data as a personal non-property good are analyzed. Based on the generalization of judicial practice, approaches to assessing the illegality of processing, distribution or use of other people's personal data in decisions on claims for recognition of such actions as violating the provisions of civil legislation are shown. The purpose of the study is to supplement scientific knowledge about ways to protect consumer personal data and improve the quality of law enforcement practice when considering claims in cases of this category. Objectives: to analyze the practice of the Constitutional, Supreme Courts of the Russian Federation, courts of general jurisdiction in cases of consumer personal data protection and to identify problems related to the implementation of this right.Methodology. When writing the work, methods of analysis and synthesis, system-analytical, documentary and formal legal methods were used. The results of the study are theoretical and applied in nature and are aimed at finding optimal solutions for the effective implementation of the consumer's right to personal data protection. The issue of legislative recognition of a person's personal data as a personal intangible good is raised in order to ensure proper restoration of violated rights.The conclusions made in the article, as well as the proposals made, are aimed at continuing scientific developments on the stated topic, are of a debatable nature and allow for a uniform way to resolve problems arising in the implementation of the consumer's right to personal data protection. Conclusion and proposals are aimed at continuing scientific developments on the stated topic, are of a debatable nature and allow solving problems arising in the implementation of the consumer's right to personal data protection in a uniform way.