# Datawarfare · Consumer Trends 2025 · Zorraquino
> The excessive use of data pits people against tech companies in the debate between information and privacy.
URL: https://www.zorraquino.com/en/trends/consumer-trends-2025/datawarfare

![Datawarfare: The excessive use of data pits people against tech companies in the debate between information and privacy.](https://cdn.sanity.io/images/0w1142l8/production/86d2b7b67e7f3397cbce0af2b4ec78e09dac5e8e-1920x1080.webp/datawarfare-the-excessive-use-of-data-pits-people-against-tech-companies-in-the.webp?w=1600&fit=max&auto=format&q=85)

Trend 05

# Datawarfare

1. [Consumer Trends 2025Home](https://www.zorraquino.com/en/trends/consumer-trends-2025)
2. [Trend 01Genuine connections](https://www.zorraquino.com/en/trends/consumer-trends-2025/genuine-connections)
3. [Trend 02Specialty specialties](https://www.zorraquino.com/en/trends/consumer-trends-2025/specialty-specialties)
4. [Trend 03Neopop culture](https://www.zorraquino.com/en/trends/consumer-trends-2025/neopop-culture)
5. [Trend 04Nonsense routine](https://www.zorraquino.com/en/trends/consumer-trends-2025/nonsense-routine)
6. [Trend 05Datawarfare](https://www.zorraquino.com/en/trends/consumer-trends-2025/datawarfare)
7. [Trend 06Tech by tech](https://www.zorraquino.com/en/trends/consumer-trends-2025/tech-by-tech)
8. [Trend 07Influencend](https://www.zorraquino.com/en/trends/consumer-trends-2025/influencend)
9. [Trend 08Instant experts](https://www.zorraquino.com/en/trends/consumer-trends-2025/instant-experts)
10. [Trend 09Trad trap](https://www.zorraquino.com/en/trends/consumer-trends-2025/trad-trap)
11. [Trend 10Connected solidarity](https://www.zorraquino.com/en/trends/consumer-trends-2025/connected-solidarity)

Datawarfare

The excessive use of data pits people against tech companies in the debate between information and privacy.

Trend axes

- Data owners
- Privacy limits
- Biometric data
- Advanced recognition

Some figures

€200

Between 100 and 200 euros is the value in cryptocurrency that the company Worldcoin, an OpenAI subsidiary, offers in Spain for having your iris scanned in one of its shops.

170

Photos of Brazilian children added without permission to the LAION-5B database to feed AI, according to an investigation by Human Rights Watch.

€3.5M

Millions of euros in fines imposed by the Spanish Data Protection Agency on Mercadona for using cameras with a facial recognition system.

+4M

Millions of people around the world whose iris Worldcoin has registered, according to data on its website.

## The data business

Personal information has become the new gold of the digital economy. Immersed in the data era, its collection, analysis and sale have reached unprecedented levels, putting the privacy system of virtual environments in check.

The sophistication of the data business has allowed companies and governments not only to record millions of details about users, but also to generate fully personalised messages that achieve commercial and, more worryingly, political goals. The result: a constant bombardment of advertising and content, often covert, designed to capture the audience’s attention and steer it at will.

A couple of clicks and a tick on the screen. That is the surprising ease with which millions of users share their data online every day without stopping to think about where it goes or what it is for.

So, almost without realising it, we hand over a large amount of information that is quickly processed and sold to third parties, losing control over its use and opening the door to countless applications that are not always transparent or beneficial.

A lucrative market that poses serious challenges. In the face of this, so-called “technohumanity”, which defends the ethical coexistence of human beings and technology, faces a fundamental dilemma about exploiting this data without harming people’s rights and privacy.

The lack of transparency about who handles data, for what purpose and what people’s rights are remains an unresolved issue in this era of excessive information. In this sense, it is essential to move towards effective legislation that guarantees a balance between use and privacy.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
Personal data is a highly valuable resource in the digital economy. Companies build detailed profiles, making it easier to segment and personalise commercial and political messages, and creating a lucrative market.
2. 02  
People tend to share their data automatically, without considering the risks and without knowing how it will be used later. This leads to a loss of control over personal information, which is quickly exploited by third parties.
3. 03  
Data exploitation raises serious ethical dilemmas, especially in terms of transparency, ownership and purpose. There is an urgent need for effective regulation that protects privacy rights.

Zorraquino playlist

- Técnicas Privadas DominaciónLa URSS · 2022
- Big DataDoctor Loncho · 2018
- Os EngañanEskorbuto · 1984

[See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2025/playlist)[Listen on Spotify](https://open.spotify.com/playlist/69xMW1kxvlANQFu37pDimx)

## More on the trend

### References

- [TikTok | @amydreams98](https://www.tiktok.com/@amydreams98/video/7382653703871860001?lang=es)
- [Los riesgos de vender tu iris por unas cuantas criptomonedas](https://www.codigonuevo.com/nosotrxs/social/los-riesgos-de-vender-tu-iris-por-unas-cuantas-criptomonedas-JC1712931)
- [¿Y si están usando fotos de su hijo para entrenar una inteligencia artificial?](https://elpais.com/tecnologia/2024-08-01/y-si-estan-usando-fotos-de-su-hijo-para-entrenar-una-inteligencia-artificial.html)
- [Por qué el iris es el dato biométrico más preciado](https://elpais.com/tecnologia/2024-03-08/por-que-el-iris-es-el-dato-biometrico-mas-preciado.html)
- [Protección de Datos ordena paralizar “de urgencia” el proyecto Worldcoin, que escanea el iris a cambio de criptomonedas?](https://www.eldiario.es/tecnologia/proteccion-datos-ordena-paralizar-urgencia-proyecto-worldcoin-escanea-iris-cambio-criptomonedas%5F1%5F10984653.html)
- [Worldcoin emprende acciones legales contra la AEPD por su prohibición en España: "Es lamentable que estén difundiendo afirmaciones engañosas"](https://www.businessinsider.es/worldcoin-denuncia-aepd-bloquear-tecnologia-espana-1370880)
- [Hiding in plain sight. Generative AI used to replace confidential information in images with similar visuals to protect image privacy](https://www.businessinsider.es/worldcoin-denuncia-aepd-bloquear-tecnologia-espana-1370880)
- [New ‘Friend’ ChatGPT Appliance Records, Transcribes And Summarizes Conversations](https://www.forbes.com/sites/johnkoetsier/2024/06/24/new-friend-chatgpt-appliance-records-transcribes--summarizes-conversations/)
- [Friend Wearable AI - Based Hardware](https://www.omi.me/)
- [The Flowtime® Brain Tag Captures Ample Data](https://www.trendhunter.com/trends/flowtime-brain-tag)
- [NTT Data is Foraying into Sleep Technology with Sleep Monitoring](https://www.trendhunter.com/trends/ntt-data)
- [The Flowtime® Brain Tag Captures Ample Data](https://www.trendhunter.com/trends/flowtime-brain-tag)
- [Generative AI used to replace confidential information in images with similar visuals to protect image privacy](https://www.u-tokyo.ac.jp/focus/en/press/z0508%5F00354.html)
- [Un ‘software’ que avisa a tus allegados si ves porno, un éxito entre la derecha cristiana de EE UU](https://elpais.com/eps/el-pulso/2024-04-22/un-software-que-avisa-a-tus-allegados-si-ves-porno-un-exito-entre-la-derecha-cristiana-de-ee-uu.html)
- [Carnet porno o "pajaporte": qué es, cómo funciona y limitaciones de la Cartera Digital Beta para limitar el acceso al porno de menores](https://www.xataka.com/basics/carnet-porno-pajaporte-que-como-funciona-limitaciones-cartera-digital-beta-para-limitar-acceso-al-porno-menores)
- [El mito del modo incógnito de Google se desploma](https://graffica.info/el-mito-del-modo-incognito-de-google-se-desploma/)
- [We create DNA Drives](https://www.biomemory.com/)
- [New camera turns people into stick figures to protect privacy](https://www.futurity.org/stick-figure-camera-privacy-3239142/)
- [Systems that can’t lie: ‘Honest Computing’ ensures transparent data practices](https://www.imperial.ac.uk/news/254673/systems-that-cant-honest-computing-ensures/#:~:text=Imperial%20College%20London-,Systems%20that%20can't%20lie%3A%20'Honest,Computing'%20ensures%20transparent%20data%20practices&text='Honest%20Computing'%20offers%20a%20new,transparently%2C%20reliably%2C%20and%20ethically.)
- [In-Car Facial Recognition Cameras Could Detect Drunk Drivers](https://www.tomorrowsworldtoday.com/innovation/in-car-facial-recognition-cameras-could-detect-drunk-drivers/#:~:text=Detecting%20Impaired%20Drivers,a%20vehicle%20while%20gathering%20data.)
- [Maktar](https://www.maktar.com/)
- [Veklar](https://veklar.com/)
- [La gran rifa de Alvise, un tesoro de millones de datos personales por 8.000 euros al mes](https://elpais.com/espana/2024-08-15/la-gran-rifa-de-alvise-un-tesoro-de-millones-de-datos-personales-por-8000-euros-al-mes.html)
- [TELOS 125\. Un nuevo orden mundial para la tecnohumanidad](https://www.fundaciontelefonica.com/noticias/telos-125/)
- [Expertos explican el boyante negocio de los datos que mueve más de 225.000 millones de euros al año](https://www.lasexta.com/noticias/sociedad/expertos-explican-boyante-negocio-datos-que-mueve-mas-225000-millones-euros-ano%5F2024022465da00f382085c00019885a6.html)
- [Los ‘data brokers’: qué son y cómo funciona el mercadeo de datos personales en la sombra](https://elpais.com/tecnologia/2023-11-13/los-data-brokers-que-son-y-como-funciona-el-mercadeo-de-datos-personales-en-la-sombra.html)
- [Los riesgos del escaneo de ojos de Worldcoin: qué se puede averiguar sobre nuestra salud a través del iris y por qué son datos sensibles](https://www.20minutos.es/salud/actualidad/peligros-salud-escaneo-ojos-worldcoin-iris-enfermedades-5227159/)
- [EEUU decidirá el futuro de TikTok en gran parte de Occidente](https://www.eleconomista.es/tecnologia/noticias/12717431/03/24/eeuu-decide-manana-el-futuro-de-tiktok-en-gran-parte-de-occidente.html)
- [Somos nuestros datos biométricos](https://www.rtve.es/noticias/20240623/repor-datos-biometria/16152625.shtml)

Pages 151–180 of the report

[![Tech by tech: Applying and using technology for technology’s sake saturates companies and consumers.](https://cdn.sanity.io/images/0w1142l8/production/cdb0c120bb98192bf9706af9368db4f31a74be94-1920x1080.webp/tech-by-tech-applying-and-using-technology-for-technology-s-sake-saturates.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2025/tech-by-tech)

Next trend · 06

[Tech by tech](https://www.zorraquino.com/en/trends/consumer-trends-2025/tech-by-tech)