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This is what Personal Identifiable Information (PII) is and why it’s so valuable
The Department of Homeland Security describes personally identifiable information (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–which can be potentially valuable in website marketing and other sales endeavors.
Some examples of sensitive personally identifiable information may include:
- First and last name
- Mailing address
- Social security number (SSN)
- Driver’s license number
- Credit card information
Some examples of non-sensitive or indirect personally identifiable information may include:
- Date of birth
- Place of birth
- Zip code
- Race
- Gender
- Religion
Personal data that can be collected without the consumer’s knowledge includes 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 through credit cards; or,
- Sell a website user’s identity to a criminal.
More Video Privacy Protection Act (VPPA) details & why consumers may be due compensation
According to Congress.gov, the Video Privacy Protection Act (VPPA) 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 VPPA 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 the VPPA 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 form);
- In a distinct and separate form from any form setting forth 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 NPR® online website is suspected of being in non-compliance.
NPR is accused of sharing viewers’ personal information with Facebook–including PII relating to viewers’ consumption of video content–which can be easily used by an ordinary person to identify individual viewers.
The USA Assistance Team believes that all consumers having personally identifiable information compromised, sold, or shared after viewing videos on The NPR® website should get justice and compensation.
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