Embodiments of the present invention provide a privacy data protection method and apparatus. The method comprises: a data access platform receiving a key access request sent by a client; the data access platform obtaining a key corresponding to a privacy data name according to a user identification number; the data access platform obtaining privacy data corresponding to the privacy data name according to the key; and the data access platform updating the key. According to the privacy data protection method and apparatus provided by the embodiments of the present invention, the key access request sent by the client is received by the data access platform; the first key corresponding to the user identification number and the privacy data name is obtained according to the key access request; the privacy data corresponding to the privacy data name is obtained according to the first key; and the first key is timely updated, so as to enable the first key corresponding to the privacy data of a user to change dynamically, avoid the privacy data leakage caused by the loss of the first key or the leakage of the user identification number, and improve the secrecy of the privacy data.