“You should have the same rights and obligations in your digital self as you have in your physical self. You should control information about you, who gets it, and what they do with it. You shouldn’t stand naked in the digital spotlight,” says Alex Pentland, professor of Media, Arts and Sciences at the Massachusetts Institute of Technology.

In this video, Professor Pentland asks how we can build a fair digital society and argues that social networks should mirror the way we build up trust in the real world.

Watch more videos from the World Economic Forum.