One of the most prominent examples illustrating the impact of surveillance capitalism on privacy and autonomy is the Cambridge Analytica scandal, which unfolded in 2018. Cambridge Analytica, a political consulting firm with ties to both political campaigns and commercial marketing, obtained and exploited the personal data of millions of Facebook users without their consent. This incident brought to light the following key issues:

1. Data Harvesting without Consent: Cambridge Analytica accessed the personal information of up to 87 million Facebook users through a third-party app called "thisisyourdigitallife." While users agreed to share their data with the app developer for academic research purposes, the data was subsequently sold to Cambridge Analytica without users' explicit consent for political profiling and targeted advertising.
2. Psychographic Profiling: The harvested data was used to create psychographic profiles of users, which categorized individuals based on their personality traits, political beliefs, and behavioral tendencies. These profiles were then utilized to target users with personalized political advertisements aimed at influencing voter behavior during elections, including the 2016 US presidential election and the Brexit referendum.
3. Privacy Violations and Ethical Concerns: The scandal highlighted significant privacy violations and ethical concerns regarding the handling of personal data by tech companies and data analytics firms. Users were unaware of how their data was being collected, analyzed, and used for purposes beyond their original consent, undermining their autonomy and control over their personal information.
4. Regulatory Scrutiny and Reforms: The Cambridge Analytica scandal sparked widespread public outrage and prompted investigations by regulatory authorities in multiple countries, including the United States and the European Union. It led to inquiries into Facebook's data privacy practices, resulting in fines, legal settlements, and calls for stronger data protection regulations, such as the GDPR (General Data Protection Regulation) in the EU.
5. Impact on Trust in Digital Platforms: The fallout from the scandal eroded trust in Facebook and other tech giants, raising concerns among users about the safety and privacy of their personal information online. It underscored the need for greater transparency, accountability, and ethical standards in data collection and usage practices within the digital ecosystem.

The Cambridge Analytica scandal serves as a critical case study illustrating the broader implications of surveillance capitalism on individual privacy, autonomy, and democratic processes. It underscores the challenges of balancing innovation and economic growth with the protection of fundamental rights in the digital age, prompting ongoing discussions and reforms aimed at safeguarding user data and restoring trust in digital platforms.