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The E-Commerce progress during the Covid-19 pandemic, has had an impact on the emergence of many startup companies such as Tokopedia, Gojek, Traveloka, and Bukalapak. There are legal problems caused by the emergence of these start-ups. One of the serious problems it causes is maintaining consumer privacy from start-up companies. A large number of applications are used, making it easier for companies to obtain their consumers' data. This raises the possibility of leakage of consumer personal data, the possibility that will arise needs to be considered regarding the guarantee of transaction security and privacy, namely the protection of consumer personal data which can cause problems in the future if data leaks occur. The discussion in this article is how the problems with consumer personal data in start-up companies are and how important the Law on personal data protection is as an effort to protect consumer personal data for start-up companies. However, Indonesia still does not have a law that specifically regulates the protection of personal data, where this law is urgently needed at this time as a legal umbrella for the people of Indonesia.

The Urgency of the Personal Data Protection Law as an Instrument to Prevent Misuse of Personal Data in StartUp Companies