• Dr.Mahesh R Sharanappa

The present study aims to investigate the ethical and legal issues surrounding the safeguarding human rights, data privacy as well as individual privacy arising from the integration of digital technology in the Indian business sector. To guarantee a stable and safe digital marketing environment, navigating these obstacles necessitates a thorough grasp of the legal and ethical context. The study is important because of all its results have offered towards comprehending the ethical-legal issues surrounding digital marketing in India by tackling these issues, the research seeks to: • Improve the digital marketing regulatory frameworks • Protect your privacy and rights as an individual online. Steps to take for safeguarding business, policymakers and other stakeholders, information they may use to navigate the changing digital landscape.

Data Protection, Right to Privacy, Digital Business

"Ethico –legal challenges in the Digital Era towards Protecting Human Rights and Data Privacy under Digital Business System", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 4, page no.k438-k442, April-2025, Available :http://www.jetir.org/papers/JETIR2504A56.pdf

"Ethico –legal challenges in the Digital Era towards Protecting Human Rights and Data Privacy under Digital Business System", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 4, page no. ppk438-k442, April-2025, Available at : http://www.jetir.org/papers/JETIR2504A56.pdf