Abstract: This article examines the influence of technological progress on ensuring and protecting the privacy in the context of expanding digital communications. The level of expectations of a specific society regarding the state of privacy serves as a benchmark, either stimulating or weakening actions to improve national legislation. A sensitive attitude towards the perception of technology, based on common sense, will help avoid obvious violations of proportionality and maintain a balance between private and public interests in society. The author analyzes the impact of digital technologies on private life with the expansion of state support in this area, using the most influential corporations, Palantir Technologies Inc. and Cambridge Analytica, as examples, and proposes effective measures to safeguard personal data in the modern digital world. In preparing this article, a complex of methods was used, including comparative legal analysis, systemic analysis, historical legal method, and empirical methods for analyzing the practical implementation of legal norms. The scientific novelty of the research is determined by a comprehensive and thorough analysis of the impact of digital technologies on privacy, as the applied information technologies provide a greater opportunity for both conscious and unconscious violations of rights and freedoms. Additionally, the article discusses the ethical and legal aspects of using personal data of citizens and provides recommendations for improving confidentiality in the digital age. In this regard, the issue of privacy in the context of the evolution of digital communications becomes particularly relevant. The conclusion of the article discusses the importance of balancing public and private interests in the field of digital technologies and data protection and proposes ways to address this complex issue in the interests of all stakeholders.