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What is Personal Identifiable Information (PII) and what makes it so valuable
The Department of Homeland Security: “DHS 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.
Sensitive personally identifiable information includes information such as:
- Full name
- Social Security Number (SSN)
- Driver’s license
- Mailing address
- Credit card information
Some examples of indirect (non-sensitive) personally identifiable information include:
- Date of birth
- Place of birth
- Religion
- Race
- Gender
Personal data encompasses a broader range of contexts than PII–including 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.
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 Law & why Landmark® 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]."
The Law has several important provisions, including:
- A general ban on the disclosure of personally identifiable rental information unless the consumer consents specifically and in writing.
- Disclosure of "genre preferences" along with names and addresses for marketing, but allowing customers to opt out.
- Exclusion of evidence acquired in violation of the Act.
- Civil remedies, including possible punitive damages and attorneys fees, not less than $2500.
In 2013, Congress amended the 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.
Landmark® is accused of sharing private information that identifies its online customers’ personal content viewing information by disclosing their movie ticket purchases–and Landmark® is doing this without notifying them and without obtaining their consent.
The user has to be given the opportunity, in a clear and conspicuous manner, to elect to withdraw on a case-by-case basis or from ongoing disclosures–which is a rule that The Landmark® online website is suspected of not complying with.
The USA Assistance Team believes that all consumers who viewed videos on the Landmark® website and had "Personal Identifiable Information" shared without permission should receive compensation and justice.
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