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An increasing number of business services for private companies and citizens are accomplished trough the web and mobile devices. Such a scenario is characterized by high dynamism and untrustworthiness, as a large number of applications exchange different kinds of data. This poses an urgent need for effective means in preserving data privacy. This paper proposes an approach, inspired to the front-end trust filter paradigm, to manage data privacy in a very flexible way. Preliminary experimentation suggests that the solution could be a promising path to follow for web-based transactions which will be very widespread in the next future.