Health data, increasingly accessible and transparent, are attractive preys for the creation of value in the digital market. The concept of personal and anonymous data has by now disappeared in a sort of "far web" of filing and obsessive profiling, out of control, in which the violation of privacy seems systematic. The protection of confidentiality requires above all a cultural response, capable of aligning the current contexts, produced by the ever more advanced computational intelligences, with the recovery and promotion of people's rights.