With every Google search, Amazon purchase and Facebook like, you generate a digital profile of your habits and interests for advertisers to target. It may seem invasive, but selling personal data is necessary to maintain free online services – so how can brands de-stigmatise the use of this info?

From May 2018, the General Data Protection Regulation will mean that if companies want to retain info from people in the UK and EU on their databases, they’ll need to persuade them to opt in. So, how can brands convince those who are protective of their privacy to tick the ‘sign me up’ box?

Open banking regulations will give Britons more control over who has access to their financial data. With banks being one of the least trusted institutions, giving people more control over their data and transparency over how it's used could restore some of the trust that's been lost.

From private messaging, to groups and events, Facebook has sought to become central to social life – yet concerns about privacy have seen more and more users ditching the platform. In response, it’s created a ‘Privacy Center’ to help people feel more in control of their information.