A new 2016 report from the Danish Consumers’ Council “Digital Challenges for Consumers in Denmark” by Gry Hasselbalch maps key challenges for Danish consumers in the digital era. A rapid digital adoption in Denmark has created a number of challenges for Danish consumers. In particular automatic data collection and correlation performed by both public and private actors challenge consumer privacy. Laws, consumers’ skill, as well as public institution’s and private businesses’ conduct, have not progressed in a way that adequately protects and empowers consumers’ in a digital market and public sphere. The report also points to solutions. There is a need for an updated regulatory data protection framework, a development of consumer skills that provide consumers’ with background knowledge of the life of and interests in their data and the advancement of privacy by design solutions in public and private business.