Is There a Misuse of Data?

I used to work for a company which did the Tesco clubcard now, which you know then extended out into Macy's and Kroger in in the US. They were running that till data nearly in real time to understand that by behavior right but then individually they also started profiling people to understand whether or not you are what type of shopper you are. I was surprised when I was in the States last week, they had the advert with the rhinoceros or some civil which was saying you know you take a loan out and then you just get spam phone calls all the debt all day long is there's a misuse of data.