Others go further than just a picture of your face, requesting access to your entire image library. While it might create some amusing results, it allows these companies to capture your image and collect your image. Of all the brands in the study that collect data, 6.25% of them had the option to store photos of your face, including the likes of AirBnB, Instagram, Facebook and TikTok.Įvery time you use a TikTok or Instagram filter, they track your facial movements to build a picture of your likeness. It’s not just personal data companies are after - some want to capture your personal appearance, using things like image and voice recognition to help you sign in. The companies collecting your face, voice & environment How they might use this data will differ depending on what kind of business they are, but often it will result in targeted advertising and website management. They can also store your bank information, as well as links to your social media accounts and the data you share on them. The kind of data companies can collect ranges from the things you might expect - like your name, date of birth and email address - to the more obscure, like your pets, hobbies, height, weight and even what you like to get up to in the bedroom. It’s almost become second nature, with those little boxes getting in the way of what we actually want to do.īut what do cookie pop-ups actually give websites access to? What data are we giving up everytime we click ‘accept’, and which businesses might take advantage of it most? What data can companies actually collect? We all do it - click ‘accept’ on a cookie pop-up without reading any of the information, just so we can see a website sooner. By compiling some of the world’s most-used apps and the data they take from you, we’ve characterised the companies that can potentially use your identity the most. What brands might use weird and wonderful pieces of information to target you? We thought we’d find out. We analysed what personal data the world’s biggest brands access and can potentially track to discover which company knows the most about us.
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