While there has been a spate of public outcry against rampant privacy violations on social networking sites in the recent past, the current law of privacy appears to be ill-equipped to reinvent itself in the internet age and rise to the emerging challenge of affording adequate protection to personal information online. This article seeks to identify the various in- stances of privacy abuse that have become common on social networks and explores various social and legal solutions available for redressing the same through users’ protest, industry self-regulation and actions based in the law of tort, contract and data protection. In light of the limited nature of protection afforded by these alternatives, it stresses on the need to broaden and redefine the theoretical paradigm within which the right to privacy has traditionally been viewed in order to adapt it to the new avatar of social communication.