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What is more, there were indications in Washington last week that the Clinton administration, long an advocate of industry self-policing in matters of online privacy, is losing patience as the gathering of personal data grows more pervasive.
After more than two years of negotiations, the United States and the European Union said yesterday that they had reached tentative agreement on privacy laws governing the gathering of personal data about European consumers by American companies.
Other new ventures are meant to appeal to an audience believed to have grown indignant at the gathering of personal data for commercial purposes by industry giants like Google and Facebook.Omlet is one example.
The proposal presages the mass gathering of personal data on travel, bank details, mobile phone locations, health records, internet usage, criminal records however minor, fingerprints and digital pictures that can be data-mined and applied to different scenario – boarding a plane, behaviour on the Tube or taking part in a protest.
Film director Danny Boyle has expressed concern about the gathering of personal data by companies such as Facebook and Google.
Commentator Tao Duanfang in The Beijing News calls Mr Snowden's act "illegal", but warns that the US gathering of personal data is "close to going out of control".
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A recent White House review found that the gathering of personal information by data brokers opens new avenues for credit, housing, health, and employment discrimination.
Europeans are protected from the commercial gathering and selling of personal data without their informed consent while in the United States, business is allowed to police itself.
Its falling costs and increasing power are allowing "mass-customised" manufacturing, the gathering and manipulation of vast amounts of personal data and, for the first time, a ready way for customers to tell producers directly what they think, increasingly in real time.
So while consumers might be okay with travel companies profiling them if it means that they end up having better holidays, all companies involved in this data-sharing chain are going to need to get good at explaining which bits of personal data they are gathering and why.
In May 2010 it was revealed that Google had scooped up about 600 gigabytes of personal data from unsecured wireless networks while gathering images and location data for Street View.
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