Massive amounts of data and increasingly intelligent systems challenge existing data protection principles - from informed consent to opaque decisions and the distionction between personal and non-personal, as well as sensitive and non-sensitive data. Rather than compromising on fundamental rights, this presentation introduces the concept of Data Exploitation and argues that the minimisation of excessive data generation and collection is essential. Presentation delivered at Computers Privacy & Data Protection Conference - PROTECTING INDIVIDUALS IN A BIG DATA WORLD. THE APPROACH ADOPTED BY THE COUNCIL OF EUROPE