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What is Personal Identifiable Information (PII) and what makes it so valuable
The Department of Homeland Security defines personally identifiable information or PII as “any information that permits the identity of an individual to be directly or indirectly inferred, including any information that is linked or linkable to that individual…”
Personally identifiable information (PII) is information that, when used alone or with other relevant data, can potentially identify an individual.
Sensitive personally identifiable information may include the following elements:
- First and last name
- Driver’s license
- Mailing address
- Social security number (SSN)
- Credit card information
Examples of non-sensitive or indirect personally identifiable information may include:
- Zip code
- Race
- Gender
- Date of birth
- Place of birth
- Religion
Personal data may include such information as an IP address, device ID numbers, browser cookies, online aliases, etc.
Keeping PII and personal information private is critical to ensure the integrity of a website user’s identity–because with just a few pieces of PII or personal information, thieves can create false accounts, accumulate debt, or sell a website user’s identity to a criminal.
More about the Law & why consumers may be entitled to compensation
According to Congress.gov, there is a specific bill that was created to prevent what it refers to as "wrongful disclosure of video tape rental or sale records [or similar audio visual materials, to cover items such as video games and the future DVD format]."
That bill outlines the lawful handling of private information, including:
- Unless the consumer consents specifically and in writing, there is a general ban on the disclosure of personally identifiable information.
- The lawful disclosure of such non-personal information as "genre preferences," along with names and addresses for marketing purposes, giving customers the ability to opt out.
- Civil compensation for violations, including possible punitive damages and attorneys fees, not less than $2500.
Congress amended law in 2013 to provide that disclosure to third parties is not wrongful if:
- The consumer elects to give ‘informed, written consent (including through an electronic means using the internet);
- In a form distinct and separate from any form setting forth other legal or financial obligations of the consumer
- At the time the disclosure is sought, or in advance for a set period of time’ (up to two years).
The user has to clearly and conspicuously be given a chance to withdraw on a case-by-case basis or from these privacy disclosures–which is a rule that The Business Insider® online website is suspected of being in non-compliance.
The USA Assistance Team believes that all consumers that may have had personally identifiable information compromised, sold, or shared after viewing videos on The Business Insider® website should get justice and compensation.
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