Hello¡
You have already received awesome answers. But I think I can add some ideas. I try to work as a privacy consultant after 8 years studying about privacy where I came from Free Software philosophy world.
There are some main points on which all the business of those big tech of the data market are based.
Maybe I am not going to list them by order, but these are the most important ones, in my opinion of course. I am going to give you my list of main points and a books you can recommend to your “marketed” friends:
1º Data is a business and users of big platforms are the product those platforms sell to their real clients: other companies. In fact sometimes those other companies use the services of those big platforms to just change people minds or even the truth about something.
Recommended books:
(This one is very basic, not tech thing at all. Available in a few languages) http://www.jaronlanier.com/tenarguments.html
(This one is a marvelous essay telling the truth about Silicon Valley. Everyone can read it, but is not so simple and direct as the previous one. Chapter nine specially recommendable to women. Available only in English, up to now): https://www.luciegreene.com/
2º How do they make people to be hooked to Social Networks and other software so people is generating data as much as possible? Behavioral Adictions.
(Astonishing book about this matter explained in software and tech context. Without any doubt a cornerstone to understand the current digital situation. Available in a few languages): http://adamalterauthor.com/irresistible/
This TED video by Tristan Harris (other person you will be very interested in) is very teaching as well: https://www.ted.com/talks/tristan_harris_how_a_handful_of_tech_companies_control_billions_of_minds_every_day
3º How is everything working today about personal data?
(This one is a really really good starting point for profanes, but I think is only available in Spanish. It talks about the situation in Spain, but its really good): https://www.casadellibro.com/libro-datanomics/9788423430208/9021267
For the general public we have also the last publication of Edward Snowden, which could be as well of interest, but the three previous books are more important in my opinion (available in a few languages): https://www.casadellibro.com/libro-permanent-record/9781529035650/10041898
4º Consequences of the work model of Silicon Valley. This is another criteria to oppose to the use of the products of those companies we always talk about. But, you now, if people can not make a move for their own rights how are they going to do something for others… But, anyway it is another argument and I show it (I think it is available in a few languages): https://ghostwork.info/ghost-work/
From here we can continue but now the books need just a little bit of tech knowledge. Maybe not technically but of course the reader need to understand some very basic concepts, or at least this books are for people more willing to learn about this subject.
5º The way you treat data have consequences in the results. Almost every book talking about biases and “not fair” process of data comes to refer to this book. The most “ancient” of all my recommendations (2016). But what it says is still very present, unfortunately. (Available in a few languages): https://weaponsofmathdestructionbook.com/
This one is very good as well. The main barrier to the general public is simply that it has the incredible figure of 692 pages 
But without bibliography and references it is only 525 of real text to read, so Let’s do it¡ (available in a few languages, I think): https://www.abebooks.com/9781781256848/Age-Surveillance-Capitalism-Fight-Future-1781256845/plp By the way, this is a really nice second hand books (there are new ones as well) website in which you can find many book in very good conditions for a more affordable price.
Lastly, if you want to recommend just a novel (science fiction, more less now, but in a few years maybe we will have to change the gender to essay) I suggest this one (the is a film too, but it changed a lot of important things in the plot, much better the book): https://en.wikipedia.org/wiki/The_Circle_(Eggers_novel)
Of course the list of books could be like a library but this is a good starting.
By the way, in some of this books (Silicon States, for example) is obvious the role of clinic information of people using some widely spread technology and its not future but present consequences for individuals.
If you want more info you can contact me through my website: https://www.pablomarinero.com/EN/index.html
