The arrival of GDPR in 2018 should have helped Britons feel more sure of their digital privacy, but the complexity of the law, coupled with the shocks of Brexit and COVID-19, means that many remain confused about how their online info is managed. How can brands help put people’s minds at ease?

Amid efforts to trace and track COVID-19, governments around the world have ditched centralised apps in favour of more privacy-focused strategies. Led by Google and Apple, these apps use Bluetooth to warn of potential exposure and don't store information about users’ contact history.

Promising ‘on-demand, personalized, mobile protection’, Citizen is offering a service that will provide users with Protect Agents who will be able to connect them to emergency services in dangerous situations. However, the service is facing backlash due to its inaccurate approach to vigilantism.

As it releases a series of updates for its iOS, Apple is addressing the growing consumer demand for increased user privacy and control over their data. By giving people more control over their personal information, Apple is winning fans and differentiating itself from other Big Tech companies.