‘Big Data’ refers to novel ways in which organizations, including government and businesses, combine diverse digital datasets and then use statistics and other data mining techniques to extract from them both hidden information and surprising correlations. While Big Data promises significant economic and social benefits, it also raises serious privacy concerns. In particular, Big Data challenges the Fair Information Practices (FIPs), which form the basis of all modern privacy law. Probably the most influential privacy law in the world today is the European Union Data Protection Directive 95/46 EC (DPD).1 In January 2012, the European Commission (EC) released a proposal to reform and replace the DPD by adopting a new Regulation.2 In what follows, I argue that this Regulation, in seeking to remedy some longstanding deficiencies with the DPD as well as more recent issues associated with targeting, profiling, and consumer mistrust, relies too heavily on the discredited informed choice model, and therefore fails to fully engage with the impending Big Data tsunami.