Personal data protection and privacy

Abstract Protecting personal data has become a critical issue in the digital era, both in law and public policy. This paper examines the legal aspects of privacy and data protection in Albania by analyzing Law No. 124/2024, On the Protection of Personal Data , which represents a significant effort to align national legislation with the European Union’s General Data Protection Regulation (GDPR). The recently enacted law introduces a more comprehensive approach to the processing of personal data, prioritizing the principles of lawfulness, transparency, purpose limitation, and data minimization. Particular emphasis is placed on the rights of data subjects, alongside the establishment of enhanced institutional mechanisms to monitor compliance and ensure effective implementation by competent authorities. The paper critically assesses the effectiveness of this updated legal framework in safeguarding fundamental rights within an increasingly technologically advanced environment, where the use of artificial intelligence (AI) is expanding and the risks of privacy infringement are intensifying.