Ensuring proper privacy and protection of the information stored, communicated, processed, and disseminated in the cloud as well as of the users accessing such an information is one of the grand challenges of our modern society. As a matter of fact, the advancements in the Information Technology and the diffusion of novel paradigms such as data outsourcing and cloud computing, while allowing users and companies to easily access high quality applications and services, introduce novel privacy risks of improper information disclosure and dissemination. In this paper, we will characterize different aspects of the privacy problem in emerging scenarios. We will illustrate risks, solutions, and open problems related to ensuring privacy of users accessing services or resources in the cloud, sensitive information stored at external parties, and accesses to such an information.