Data awareness is dawning, and while the specifics of privacy regulations may not be widely understood by consumers, the knowledge that they have rights – particularly for European residents – is now part of daily life online. Huge fines for household names such as British Airways and Marriott International are also making headlines and increasing consumer awareness of how their details are being used online, both with and without consent.

Add to this the various anti-trust investigations – on both sides of the Atlantic – into the data practices of online behemoths such as Google, Facebook, and Amazon, and the subject of data privacy becomes almost impossible to ignore. Even Apple, a brand that declares privacy as a fundamental human right, has apologised for failing to live up to those promises after it was revealed customers’ Siri audio recordings were shared with third-party contractors.