Social media sites process millions of photos and videos every day. CCTV cameras record a person’s movement the moment he leaves the door. Personal information is no more personal in the digital world. Its interesting and sometimes alarming to see how the personal information is handled by digital companies. Local Tabloid had a column recently on how the consumers are vulnerable to exploitation because of unethical practices followed by certain websites. Some specific cases are such as the sites inflate the price of a product or service based on customer’s demographics and financial status by tapping in the location information. Few online travel portals show a false demand by projecting few seats and urge user to book quickly. Ability to lift a website up the search rank and pull down the competitor’s without necessarily improving the product features or service quality is possible through digital marketing tools.
Strong ethical practices accompanied by a careful access to user information without compromising the privacy, remains the significant challenge to be managed by the digital companies. Its is critically important for the concerned watchdogs to gear up and control the breaches. Software knows more about the individual than by his family, to the extent more than what the individual knows about himself, a possibility through analytics.
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