When surveillance is carried out by police services or private companies, they collect information about people's activities or characteristics in order to make certain decisions about them.
The question is whether it's done with people's consent or in accordance with legislation that protects the rights of citizens who are exercising these rights. That, in my opinion, is the key. Consumers, vis‑à‑vis companies, and citizens vis‑à‑vis the state, should be able to exercise their right to use social media, communicate and take part in demonstrations, without being subjected to mass surveillance, except in extremely limited circumstances.