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ook review<br />

YOU AND YOUR DATA ARE THE PRODUCT<br />

THIS ARTICLE IS AN EDITED EXTRACT FROM THE PRIVACY MISSION: ACHIEVING ETHICAL DATA FOR OUR<br />

LIVES ONLINE, BY ANNIE MACHON (PUBLISHED BY WILEY, <strong>2022</strong>)<br />

Making money from<br />

selling people's data is now a wellknown<br />

business model, whether<br />

that data is contact information or browsing<br />

history. How do you think Facebook grew so<br />

exponentially and became so rich? By selling<br />

our data to ad companies. Any free service<br />

available online will probably be using our<br />

data as their product by selling it to thirdparty<br />

organisations. This means that each one<br />

of us who uses this technology has become<br />

the product and we are being data farmed.<br />

What I would like you to understand is that<br />

the big corporations treat us like battery hens.<br />

All the data we churn out is being used<br />

to generate profit for other people; as<br />

individuals, we do not see a penny of it.<br />

The General Data Protection Regulation<br />

(GDPR) legislation introduced in the EU in<br />

2016 was put in place in an attempt to rein<br />

in some of the most aggressive data-farming<br />

practices. While it is good in theory, it does<br />

not seem to be that effective in practice. As<br />

the United States has not followed suit, there<br />

is little to deter big American corporations<br />

from continuing how they always have when<br />

it comes to their data collection, storage and<br />

sharing methods.<br />

If you look at a list of the world's biggest<br />

companies in <strong>2022</strong>, you will see that it is<br />

dominated by tech firms. Apple, Microsoft,<br />

Alphabet (Google), Amazon, Tesla, Meta and<br />

Tencent are all featured at the time of this<br />

writing.1 How do you think many of those<br />

companies made their money? Using data -<br />

our data. Data is the new oil.<br />

The drive to commoditise our data has often<br />

been likened to the oil rush at the end of the<br />

nineteenth and beginning of the twentieth<br />

centuries, when many huge American<br />

corporate fortunes and monopolies were<br />

established. The tech giants are merely<br />

continuing this trend of using data to build<br />

their wealth and, thanks to their huge wealth<br />

advantage, they are able to manipulate the<br />

sector to ensure their continued dominance.<br />

As soon as a rival technology appears that<br />

could threaten their business model, they buy<br />

the firm out.<br />

Although it is referred to as our data, I want<br />

you to realise that it is much more than data.<br />

This is your life. We live so much of our lives<br />

online that your 'data' covers every aspect of<br />

you, from your thoughts, relationships,<br />

political beliefs or activism to your financial<br />

and health records. All of this information is<br />

online and it is all accessible. There is a huge<br />

blurring of lines between our physical lives<br />

and online lives, which is what makes us so<br />

vulnerable.<br />

Those of us who grew up in a world without<br />

the internet, and who very clearly remember<br />

that time, may have a greater awareness of<br />

some of these issues. But if you are part of<br />

the generation termed digital natives (broadly,<br />

anyone born from the 1990s onward), this<br />

has always been your reality and you may<br />

never have considered the underlying<br />

concepts surrounding your privacy and<br />

human rights. In fact, these days I would<br />

argue that the only privacy we have as<br />

individuals is what goes on inside our heads.<br />

1. 'Biggest companies in the world <strong>2022</strong>',<br />

FinanceCharts.com, accessed 4 May <strong>2022</strong>, available at:<br />

https://www.financecharts.com/screener/biggest.<br />

Annie Machon is an international public speaker, writer,<br />

media commentator and political campaigner. She has also<br />

appeared in award-winning films and TV documentaries.<br />

She is currently a Director of the World Ethical Data<br />

Foundation. Machon is a former MI5 intelligence officer, a<br />

European board member of the drug reform organisation,<br />

Law Enforcement Action Partnership and a member of the<br />

Organising Committee of the Sam Adams Associates for<br />

Integrity in Intelligence.<br />

www.computingsecurity.co.uk @<strong>CS</strong>MagAndAwards <strong>Nov</strong>/<strong>Dec</strong> <strong>2022</strong> computing security<br />

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