There are plenty of reasons for an undo-and-destroy button when posting content online. An unfortunate post could get downloaded or screen captured within seconds, taking it out of your hands and leaving it for others to control forever.
Your personal data or digital footprint is larger than you realize. According to a 2023 article by Comparitech, some big tech companies may hold enough data to create a paper file as large as a skyscraper. That’s like a 1.5-million-word document on each person.
But what if someone’s using your data in ways you didn’t intend, or worse, pretending to be you?
Most people don’t read the terms and conditions they’ve agreed to when checking the “Accept all cookies” or “I Agree” box. You might have unknowingly consented to the misuse of your own data.
Managing your data can be overwhelming.
Do you agree?
Companies can access, publish or share your data with your permission, even if you don’t realize you gave it. Other data is collected from public records, like court cases or house sales. When you combine the ways personal data can be accessed and disseminated, it’s easy to see how that file on you can fill a skyscraper.
What are data brokers?
Data brokers collect, aggregate and sell consumer data. Many aren’t interested in how your data is used; they only want to know how much money they can charge for it. As with many things related to internet privacy, data brokering is an unregulated industry. Brokers collect information from:
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Internet browsing histories
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Online purchases
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Vehicles
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Public records (including court information)
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Location data
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Loyalty programs
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Subscription services
Data brokers scrub stacks of data for accuracy and analyze and classify it. Then they repackage it for sale to third parties like:
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Targeted marketing and sales firms
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Credit reporting firms
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Background check companies
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Government agencies
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Risk mitigation and fraud detection systems
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People search databases
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Banks and financial institutions
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Insurance companies
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Ancestry research services
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Political campaigns and voter targeting
As artificial intelligence makes its way into everyday business use, it will also make data aggregation easier. But will its aggregation methodology be responsible and ethical?
Consumer protections and how your information is used
The Consumer Financial Protection Bureau launched an inquiry into the data brokering industry in 2023. Its main objective was to uncover what information data brokers are collecting and how, and if they’re playing by similar rules.
Consumer protection laws like the Fair Credit Reporting Act (FCRA) aren’t clear on whether they apply to data brokers. The FCRA applies to companies that collect and disseminate consumer information to evaluate your creditworthiness. Some data brokers sell to marketing companies or other unregulated industries, so the FCRA offers no protection.
In response, some states have passed laws to provide some oversight of data brokers. For example, Vermont has laws requiring data brokers to provide information on their collection activities, security breaches and opt-out policies annually. But sweeping legal changes may be far away.
In the meantime, you’ll need to manage your data and stay aware of its use. Banks could use your digital footprint to market you a new credit card. Conversely, cybercriminals could use data they’ve bought from brokers to create tailored schemes that can lure you in and make it easy to con you.
Fraud, cybercrimes and data misuse
Your data might get auctioned to marketing and advertising companies vying for a top position in your search return lineup. Or it might get purchased or stolen by criminals for nefarious uses. The Federal Trade Commission (FTC) received fraud reports from 2.6 million consumers last year.
According to the FTC, Americans lost $10 billion to financial scams in 2023, up 14% from 2022. They were swindled out of $4.6 billion in investment hoaxes and $2.7 billion due to imposter shams.
Regular people can use your data against you, too. Laws regarding personal privacy and cybercrimes are still being developed, so cybercrime can be frustrating for victims.
Cybercrimes include:
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Cyberstalking, when someone monitors, tracks, intimidates or controls you online
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Deepfakes, when someone designs videos and voice simulators to look and sound like you with the intent to do reputational harm (Revenge porn is an example of a criminal deepfake.)
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Doxxing, when someone publishes personal information like your home address or medical records
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Identity fraud, when someone uses your personal information and identity for malicious activities
Big data companies track you online using cookie trails
Big data companies track your habits and preferences to create a granular individual marketing profile. Mobile applications, connected vehicles, devices, GPS, social media activity and internet browsing history are some of the datasets they can use in their interconnected marketing (and remarketing) strategy.
First-party cookies
First-party cookies are unique identifiers on your device that track your preferences, settings and shopping cart items on websites. These can make your shopping or banking service easier. Web browsers need first-party cookies to interact with websites.
Third-party cookies
Third-party cookies are unique identifiers placed on your device that follow you all over the internet. Big data companies use third-party cookies to monitor your behaviors long after you leave the initial website that gave you the cookie.
You can block third-party cookies. Also, don’t click “Accept all” when you visit a website. Many browsers will alert you to this option.
Even if data collection isn’t initially malicious, you no longer have control over your data or how someone uses it once it’s out there. However, you can take back control.
Taking control of your data
Decades of internet use and the transition from Web 1.0 to Web 4.0 have fueled the cry for more content control, especially related to personal and brand identity.
It’s difficult to remove data from the internet and some data may remain out of your control. But there are some best practices and ways to monitor your privacy:
Website linkWhat you can find thereApple product privacy control
Ways to manage data across Apple products:
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Personal safety controls
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Access information
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App tracking, transparency and privacy reports
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Analytics
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Tracking and geolocation information
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AirTag use alerts
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Two-factor authentication
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Account access notifications
Ways to manage data across Google products:
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Map histories
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Personal information like fake images or doxxing content
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Browsing and app histories
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Tracking and geolocation information
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Two-factor authentication
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Account access notifications
Federal Trade Commission (consumers)
Information on:
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Consumer online privacy
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Cyberstalking, revenge porn and other crimes
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Protecting your devices
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Avoiding common online scams
Federal Trade Commission (children)
Information on protecting children’s privacy:
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Cyberbullying
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Socializing
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Parental controls
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Privacy protections
Federal Trade Commission (businesses)
Information on privacy and security protections related to businesses, including:
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Children
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Health
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Consumers
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Business regulations
Get outside help to tame your digital footprint
You can enlist outside help to reduce your digital footprint. Online data removal services scan broker sites for your personal information and send them legal requests to remove your data.
When you’re researching companies to reduce your digital footprint, consider:
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The number of data broker sites they monitor for your information (The more, the better.)
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The frequency at which they scan data broker sites for the appearance and reappearance of your information (The more often, the better.)
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The cost of the service (Some offer family plans.)
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The data opt-out service they use (Some use automated, some use manual and others use a combination.)
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Value for the cost (Does the service achieve your data privacy goals?)
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Free trial period to verify their service (The trial service they give you may be priced higher than the one you’re considering, so evaluate the features you’re willing to pay for.)
Personal cyber insurance
Personal cyber insurance can help after a data breach. If your insurance company offers this coverage, you can add it to your home insurance policy. Or you can buy a separate policy.
Stay cybersafe and use your device’s built-in privacy controls to guard against data poachers.
