People suffer disproportional consequences on the internet  The internet magnifies the problem of embarrassing personal data and makes it very hard for people to manage the consequences. In real life, though we suffer consequences for our embarrassing behaviour (or behaviour others think is embarrassing), we can manage it easier, e.g. by talking to the people involved or as a final resort moving. The internet means the humiliating material is rapidly exposed to millions of people around the world, meaning that people can face humiliation anywhere without an ability to manage it.  There are even cases of young people taking their lives after bullying and cyber-bullying that followed information about them being posted online. The most famous case is that of teenager Amanda Todd, who committed suicide after half-nude photos were posted online – she could not escape ridicule even after she moved schools, because photos remained online [10]. Because real life actions are not enough to manage consequences of humiliating personal data, new ways suitable for the digital sphere have to be created, and that way is the right to be forgotten.