It’s increasingly difficult to open emails, scroll through a social media app, or simply browse the internet without being inundated with information you haven’t requested. Whether it’s a marketing newsletter you never signed up for, promotions of companies unknown to you, or an advert for a product you’ve searched for on another website – or even another device – this correspondence is usually unwelcome.
Understandably, it’s unnerving to see ads popping up that target your age, gender, location, profession, hobbies, dietary requirements… the list goes on. The reason people are increasingly experiencing this form of tailored communication is due to the rise of data brokers. By collecting and collating personal details from numerous sources, these brokers can create detailed consumer profiles, which they then sell to companies. This data is fundamental in shaping marketing strategies, as businesses attract customers by only showing them products that they genuinely may want or need.
Simply put, yes. In the EU, the General Data Protection Regulation (GDPR) provides some defense against data brokers, as consumers have to consent before personal details are collected. But in the U.S., there is no such legislation. The closest equivalents are the California Consumer Privacy Act and the Nevada Privacy Law. They ensure that some rights to safeguarding data are adhered to, but this only covers two out of 50 states. Clearly, the government can’t keep you safe online, but you can rely on data-removal services like Incogni to protect your privacy.
People tend to think they keep their data confidential, but unless they’ve never gone online, this isn’t the case. Whenever someone signs up for a service, buys something online, or posts on social media, they’re unknowingly providing data brokers with the necessary tools to profile them. But retaining a level of privacy online and keeping personal preferences and behaviors hidden is tricky – although important. It’s scary to think that your information is likely in the hands of numerous companies but, fortunately, there are ways you can protect yourself.
Incogni stops brokers from collecting and distributing personal data, and so reduces how often your information appears on databases. This is done by contacting data brokers directly and sending them data removal requests. Throughout the process, you have access to a detailed view of the companies approached and the progress of each request. Moreover, if an organization refuses to cooperate, Incogni will apply pressure by approaching specific data-protection agencies on your behalf.
Alongside the use of such a service, there are other safeguarding measures you should consider taking. Where possible, don’t consent to your data being collected. For example, when visiting a website, instead of immediately choosing ‘accept and continue’ when asked about cookie use, take the time to select the ‘strictly necessary’ option. Furthermore, try to reduce the amount of personal information you surrender when creating an account online. Remember, you only need to fill out a box if it contains an asterisk.
It’s probably crystal clear by now, but just in case it isn’t, this is a final plea for you to protect your privacy. For now, data is predominantly used for marketing purposes. This means that it’s used to make companies richer. But what is arguably more alarming is the thought of what these large-scale companies – or anyone else for that matter – could do with these highly accurate reports of most of the world’s online population. And let’s not forget that this data may get into the wrong hands if these companies’ databases are breached by hackers. So, make sure to do your best to keep your data private.
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