Understanding your digital footprint and how to manage it is essential in today’s online-based society. Your personal data, which includes everything from your likes and dislikes to your political beliefs and income, is an asset that’s often traded online without your consent or knowledge.
What Does Your Digital Footprint Reveal?
Just like a carbon footprint, your digital footprint is a record of your online activities. Whether it’s a site you’ve visited, a post you’ve liked, or a song you’ve downloaded, each action leaves a trail of data. This information provides valuable insight into your personal life and preferences, making it a gold mine for those willing to pay for such data.
How Much Data Do We Generate?
The amount of data generated by individuals daily is staggering. For instance, a report by Domo, a cloud software company, reveals that every minute, Facebook users like four million posts, Airbnb guests book 747 stays, and streamers watch 43 years’ worth of content. On average, every internet user produces 146,880MB of data per day.
Why is Data Security Crucial?
While some businesses use anonymized data to improve ads or the browsing experience, others go the illicit route. They buy personal data from data brokers, entities that gather, analyze, and trade personal data without the user’s consent. This practice exposes users to risks such as cold calls, scams, identity theft, and cyber-attacks.
The Expansion of the Global Data Broker Market
Research from Knowledge Sourcing Intelligence indicates that the global data broker market was valued at $336.7 billion in 2022. The market is expected to grow at a rate of 7.6% annually to $561.5 billion by 2029. Advertisers, recruiters, employers, insurance companies, banks, credit providers, governments, and criminals can all potentially access our personal data.
Does All Data Carry the Same Weight?
Dr. Steven Hai, an assistant professor at Xi’an Jiaotong-Liverpool University, suggests considering the quantity and quality of data. According to him, simply browsing a website might generate significant data, but sharing sensitive information on unregulated AI-generated content platforms can lead to problems like data leaks and misinformation diffusion.
Do Advances in AI Present New Data Security Risks?
According to Risto Uuk, EU research lead at the Future of Life Institute, the rise of AI makes data security even more critical. AI systems require large volumes of data, which increases the number of potential targets for a data breach. Furthermore, AI can enhance the ability of malicious actors to analyze and interpret data, and it can automate large-scale cyber-attacks.
What Legal Protection Exists for Data Security?
The General Data Protection Regulation (GDPR) in the EU and UK, the world’s strictest data privacy law, governs how data can be used, processed, and stored. Similar measures have been adopted in other countries, such as Japan’s Act on the Protection of Personal Information (APPI) and California’s Delete Act. However, the level of protection varies across nations, and enforcing legislation can be difficult due to the borderless nature of the internet.
How Can We Take Control of Our Data?
To protect our data, Darius Belejevas, CEO of Incogni, a data removal service, recommends sharing only essential online information and avoiding creating unnecessary online accounts. He also suggests using a trusted password manager, blocking unnecessary cookies, using a privacy-focused browser, and utilizing a trusted VPN to protect your IP address. Regular digital cleanup, such as removing old accounts and history from platforms like Facebook and YouTube, is also advised.
Can We Erase Our Digital Footprint?
According to Incogni, an individual would need around 304 hours to delete their data. Incogni helps its subscribers by submitting opt-out requests to data brokers to remove unauthorized personal information from their databases. This service helps prevent personal data from being sold and reduces the risk of becoming a victim of cybercrime and spam.
Your digital footprint is an important aspect of your online presence. Learning to manage it effectively is a vital part of protecting your personal information in the digital age.
