What does privacy mean in an era of big data?

This chapter will explore the challenge of privacy in the era of big data and address a series of questions: What does privacy mean in an era of big data? Is the concept of individual consent still relevant in the context of healthcare when we are all wearing devices that record our heartbeat, exercise and daily weight, collectively providing data that can be used to mine novel insight into group risk? Who may make use of such data and in what contexts? Does the use of de-identified data truly keep our personal details confidential? This chapter will interrogate and challenge the concept of privacy in health context in the era of always on, ubiquitous data collection and the challenge of protecting collective interests in privacy through legal machinery geared around data that relates to identifiable individuals.