 Fourth, the traditional emphasis in academic and policy discussions of privacy on informed consent and choice grounded in individual freedom, can neglect the ways in which health disparities and societies’ structural injustices contribute to poor health, constrain choice and reduce opportunity (Skinner-Thompson, 2021; Obasagie and Darnovsky 2018; Shepherd and Wilson 2018; Bridges 2017). Moreover, the rise of big data and artificial intelligence in the digital economy have made it increasingly difficult for any individual to exercise meaningful control over the collection, manipulation and use of medically-related and other personal information about them (Kasperbauer 2020; Velez, 2020; Allen 2016; Cato et al. 2016; van der Sloot 2017).