Terrible. It repeats the mistakes of the GDPR. It turns personal data into a kind of property. If you have doubts about the whole capitalism thing, then that should give you pause for thought.
Data about you becomes your intellectual property; the difference to traditional IP being that you can’t sell it but only lend it. If you are outraged that you don’t own the media that you buy, or if you have doubts about intellectual property, this should worry you.
OTOH, if you are worried about personal data being abused to manipulate the population, then this will not help at all.
What kind of harm; what kind of abuse would you hope to prevent by creating more private property?