Probably not as private as you think. 

Data is considered to be one the most valuable resources in the world, and your data is no exception.

In some instances we’re happy to give our data freely, for example loyalty cards offer discounts in return for information on your spending habits. However, what you may not know is who else collects your data, what they collect, and how to prevent it. Let’s take a look at some of them.

Who collects your data and what do they know?

Google (Alphabet Inc.)

It’s likely no surprise to see Google on this list, after all Google dominate the internet with 90% of all searches performed through their search engine. But what you may not know is Google collects your data by default and what they collect is pretty extensive:

(credit: vpnAlert.com)

Google collects this data as part of their ‘Ad personalisation’. If you wish to opt-out then check out this handy article from vpnAlert.

Your browser

Yes, even your browser collects data about you. Your browser knows what device you are using, your internet service provider (ISP) details, your location, your social media logins and your mouse movements. This may seem insignificant, but it takes very little data to infer additional information about you. Want to see it in action? Try ClickClickClick. I’d recommend having your sound on for the full experience, but be warned there is some adult language.

To find out more about what your browser knows about you, visit Webkay or CoverYourTracks.

Think you’re protected if you use incognito/private browsing modes? NothingPrivate will demonstrate otherwise. 

Why is this important?

I have nothing to hide

As DuckDuckGo put it, “privacy isn’t about hiding information; privacy is about protecting information”. It may be that you have nothing to hide, but privacy is a fundamental right. The more people who give up their data, the more normalised it becomes.

GDPR will protect me (EU)

The General Data Protection Regulation (GDPR) does provide more protection for your personal information online, but don’t let this allow you to become complacent. Companies can still process your data as long as they receive consent, or if they have a legitimate interest. Utilise your rights by rejecting unnecessary cookies and take advantage of your right to erasure.

My data is anonymised

Your data may be anonymised, but it takes very little information to link the data back to you. In the US., a ZIP code, gender, and a date of birth are enough information to uniquely identify most people. John Oliver explores this further in an episode of Last Week Tonight, available here.

What can I do about it?

There are some really simple steps you can take to reduce the amount of data collected about you online.

Privacy based search engines

Avoid Google and use search engines that are focused on privacy such as DuckDuckGo or SwissCows.

Privacy based browsers

Consider browsers that are focused on privacy such as Brave, Mozilla Firefox or Tor.

Virtual Private Network (VPN)

Consider using a VPN to hide your IP address, preventing your ISP and other third parties from seeing which websites you visit and what data you send and receive online. Check out the latest recommendations from PC Mag.

Disable ad tracking

When possible, decline cookies on websites. 

If you use an Apple mobile device, iOS versions 14.5+ will allow you to disable cross-app tracking. 

Opt-out of or limit the data that can be used in personalised advertising.

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