In the present-day age of information abundance, in which the rights and freedoms in the digital environment are strengthened, information transparency is becoming an integral part of them. The rights of individuals to their own choice are more consequential in the field of privacy protection and the process of digital transformation in organizations is increasingly focused on the protection of collected and processed personal data. The basic (ex-ante) tool of transparency is the publication of privacy policies to inform the individuals with the procedures related to the collection, sharing, use and storage of their personal data, making them active shareholders in decision making process. The aim of this paper is to identify the factors influencing the information asymmetry of privacy policies in the field of health services and to provide a conceptual model for evaluating their information transparency.