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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…”.
When used alone or with other relevant data, personally identifiable information (PII) is information that can potentially identify an individual.
Some examples of indirect (non-sensitive) personally identifiable information include:
- Date of birth
- Place of birth
- Religion
- Race
- Gender
Sensitive personally identifiable information includes the following elements:
- First and last name
- Driver’s license
- Mailing address
- Social security number (SSN)
- Credit card information
Personal data includes such information as an IP address, device ID numbers, browser cookies, online aliases, etc..
To ensure the integrity of a website user’s identity, PII and personal information must be kept private–because with just a few elements of personal information, online operatives can create false accounts in a user’s name, accumulate debt by opening credit cards, and even share or sell a website user’s identity to a criminal.
More about the Federal Law & why consumers may be entitled to compensation
According to Congress.gov, the federal video privacy law is a 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]."
The federal video privacy law 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.
In 2013, Congress amended the federal video privacy law to provide that disclosure to third parties is lawful if:
- The consumer gives ‘informed, written consent (including through an electronic means);
- In a form separate from any form setting forth other obligations of the consumer;
- At the time the disclosure is sought, or in advance for a set period of time up to 2 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 Dubsmash® online website is suspected of being in non-compliance.
The USA Assistance Team believes that all consumers that had personally identifiable information compromised, sold, or shared after viewing videos on The Dubsmash® website should get justice and compensation.
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