The present day society is significantly information intensive in respect to the vast amount of data that is processed and utilized by businesses and individuals. A society of this character gives rise to the challenge of successfully integrating technology and individuals, whilst simultaneously ensuring the privacy of the people. While national and international legislation concerning privacy exists, they do not necessarily accentuate the ethical aspect of data handling in terms of privacy. Previous research has focused on distinctive laws and the related connotation of these, e-commerce, medical care and social media, and there appears to be an absence of investigating the viewpoint and lived experience of the individuals in the information society.The research adopted the qualitative method by utilizing semi-structured interviews along with a pilot interview in order to inspect the chosen topic. The interviews were conducted with seven respondents residing in the Västra Götaland region, and the material was analysed by employing a thematic analysis. The result of the analysis implies that individuals appear to be willing to sacrifice some personal integrity to receive a certain service. However, the degree of this sacrifice appears to be limited within the range of retaining privacy. The magnitude of this sacrifice in turn differs from one person to another due to the personal and individual definition of privacy. Further, the low awareness of legislation seems to cause the individuals to not claim their rights to a larger extent, despite apparent dissatisfaction of businesses’ continuous demand for personal data.Due to the previously mentioned, the study suggests that businesses may need to revise their work methodologies and policies in terms of personal data of customers in order to augment goodwill and customer satisfaction.