Cloud computing is a business strategy that is taking the world by storm. It is not only changing the way that businesses store and access their data but also how they operate. Cloud computing offers flexibility, data recovery, little or no maintenance, easy access, and a higher level of security. Even small and medium-sized operations can benefit from using the cloud. Healthcare organizations, for example, are utilizing the cloud to produce more individualized remedies for patients. The cloud is being used by financial institutions to support real-time fraud detection and prevention. In addition, video game developers are utilizing the cloud to provide online games to millions of players worldwide. 

Despite the obvious benefits of using cloud services, such as cost-effectiveness, reliability, and agility it presents its own set of obstacles for privacy enthusiasts. Organizations that rely on the cloud risk data breaches, API and interface hacking, compromised passwords, and authentication difficulties. Furthermore, there is a lack of transparency about the handling of sensitive data entrusted to the cloud provider. Security necessitates close scrutiny of cloud settings as well as company policy and practice.  

Companies are shifting more data to the cloud and storing it in more locations than ever before – public, private, and hybrid clouds, cloud storage environments, software-as-a-service applications, and so on, in the process they have lost track of where all of their apps and data or who all have access to their data and its potential usage which is the greatest challenge. Cloud services allow customers to acquire, store, and distribute massive amounts of data at a cheap cost. As a result, new business models have emerged. Increasing the number of users raises the risk. The evolving business model captures consumer data over time and, to a lesser extent, your profile data. This collecting of customer data is done without the consumer’s agreement and is even unbeknownst to the consumer. The low storage cost provided by cloud providers allows new growing firms to keep data indefinitely, giving them the ability to identify future uses for this data. The company may not have disclosed this prospective use of data when the data was collected. 

To Enhance data privacy cloud providers must adopt better rules and procedures, data privacy regulations must be improved, and consumers must be more vigilant.  

Some criteria must be established in order for customers to assess and access They must be more aware of the terms and services provided by cloud providers. Collaborated efforts should be made by all the stakeholders to protect data privacy because the benefits of cloud services outweigh its shortcoming.