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Majority of internet users ‘oblivious’ of privacy violations

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By John Glenday, Reporter

March 4, 2013 | 1 min read

New research published by Adblock Plus has found that a majority of internet users, 58%, are completely unaware of the extent to which their personal information is gathered and shared online by advertisers.

Of over 1,000 respondents quizzed just 5% felt comfortable with the idea of advertisers disseminating their search histories.

Londoners were highlighted as being most suspicious of online tracking with 68% not comfortable with the idea of any of their search habits being shared, 10% higher than the national average.

Till Faida co-founder of Adblock Plus, said: “Advertisers have detailed ‘consumer profiles’ on every one of us that doesn’t actively protect our online identity and it is clear to see that online users are not aware of this and the dangers it brings.

“Online advertisers use the information from your ‘consumer profile’ to target adverts to you and have also been known to personalise pricing as a result too.”

European rule changes mean that any website making use of cookies which track users must now obtain the express permission of browsers.

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