While privacy used to be a concern only for a limited number of people, in recent years awareness of it has been growing. This has been for a number of reasons, including the implementation of the General Data Protection Regulation (GDPR), the growing impact of data leaks, and data logging by governments and enterprises. In addition, there have been high-profile examples demonstrating how new legislation can turn seemingly innocuous private data against its owners. At the same time, the majority of us are consciously or unknowingly transmitting an increasing amount of private data to the cloud, which increases the likelihood of it being leaked or abused. To try and reconcile these two opposing directions, both consumers and businesses should enhance their knowledge of privacy issues and their use of privacy-enhancing technologies, and enterprises should include privacy by design into their IT development processes.