If there is an transaction between the user and the company, i.e. data in exchange for service, I do find it a bit strange that the tax office has not started to extract sales tax on it.
Might be a bit evil/selfish, but I somewhat hope that services that user need to pay for with personal data gets taxed, just so that truly "free" services can get an competitive edge on the market.
Eventually (e.g. via targeted advertising) they convert that data to cash. If they weren't going to make cash from it, they would not be collecting it in the first place. And when they do convert it to cash, that cash will be taxed.
Might be a bit evil/selfish, but I somewhat hope that services that user need to pay for with personal data gets taxed, just so that truly "free" services can get an competitive edge on the market.