Pasquale Stanzione, President of the Authority for the Protection of Personal Data, presented the report relating to the 2020 annual activity on the same day and clearly pointed the finger at a phenomenon that sees more and more central in the activity of protecting privacy. At the center of the problem there is in fact the so-called “extractive capitalism”, that is the predatory attitude of platforms increasingly thirsty for data “freely drawn as if they were res nullius”. Extractive capitalism vs informative self-determination Problem identified, solution served: informative self-determination: Information self-determination is, in fact, the necessary prerequisite for free and, indeed, conscious choices, in a context in which apparently free services are instead paid to the high price of our data and, therefore, of our freedom In this passage of Stanzione’s speech there is the focal point of the report since it contains the key to reading what is a protection activity too often seen as a tinsel, an annoying obstacle to the flow of state and citizen practices (how many times has it been repeated in recent weeks). But the lack of awareness on the issue risks leading everyone to a dangerous ridge because there is not only money at stake: there is freedom.On the one hand, in fact, the zero price economy has made the scheme ordinary negotiation “services against data”; on the other hand, recognizing the possibility of remuneration for consent risks determining a re-feudalization of social relations, admitting that one can pay with one’s own data and, therefore, with one’s own freedom. And he adds, from a European perspective: Se “code is law “It is because the digital expresses a new paradigm of meaning, a new anthropological and symbolic order that must be conjugated with the system, above all of values, typical of the rule of law which inspires the European construction. And it is precisely on the anthropocentric governance of the digital world that the European Union is promoting – now also with the aforementioned regulation scheme – a sustainable development of innovation, which makes it functional to social progress.The paradox is consummated in the fact that privacy is therefore always less a private question, but as a social (and geopolitical) question it tends not to be understood in its real dimension. Awareness offers knowledge and knowledge enables proportionality in judgments.