Facebook's privacy policy is being investigated by Dutch regulators for similar reasons. Google is currently in the British high court accused of bypassing security settings to track the online browsing of Apple's Safari users and target them with personalized adverts. But as we learned in Spiderman, "with great power comes great responsibility" - although a responsibility that I feel many organizationals are not taking seriously enough. It gives them greater insight into the lives, behaviors and tastes of consumers than ever before. For wearable tech and the quantified self in particular, digital brands and hardware vendors are increasingly conscious of the huge opportunity that this data provides them.
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