The practice of data tracking has reached alarming levels, with personal information being traded for a mere Rs 150 to Rs 300, frequently without the individual’s consent, primarily to call centres and telemarketing firms. 

This blatant theft of data is often masked under the guise of lead generation, where informants profit by selling sensitive information to a variety of businesses, raising ethical concerns about privacy and trust. 

In response to these growing issues, the newly implemented Digital Personal Data Protection (DPDP) Act seeks to curb the unchecked flow of personal data, imposing strict penalties on those who violate its provisions, thereby aiming to protect individuals’ rights. 

Furthermore, the rise of sophisticated technologies such as voice cloning and generative AI has introduced new vulnerabilities, as these tools are increasingly exploited for fraudulent purposes, intensifying the urgency for robust data security measures and privacy safeguards.

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