Objectives The growing dominance of digital platforms has raised significant human rights concerns globally, and Albania is no exception. As Big Tech firms increasingly influence economic, social, and political life, their practices have implications for privacy, freedom of expression, non-discrimination, and democratic participation. Traditional antitrust frameworks, primarily centered on consumer welfare, often fall short in addressing these multifaceted challenges. These developments have necessitated robust competition policies to ensure fair market practices and consumer protection. The digital transformation in Albania has created significant potential for economic growth and innovation, but it has also raised substantial concerns regarding the protection of human rights and the integrity of competitive market practices. Material and methods This paper explores the current state of the digital market in Albania, with a particular focus on its intersection with human rights mainly data protection and freedom of expression and competition rights The research is qualitative, doctrinal, and literature-based, combining legal analysis with policy review and applied examples to critically examine how antitrust and regulatory tools are used to safeguard human rights in the digital age. Results By analyzing the Albanian legal framework, its alignment with European Union regulations, institutional practices, and emerging market trends, the paper highlights key regulatory gaps and proposes policy solutions aligned with European Union standards. Conclusions The study aims to support Albania’s democratic and economic development in the context of its EU integration process.