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While there are few privacy principles more generally ingrained than that of notice and choice, Viktor Mayer-Schönberger suggests, “The naked truth is that informational self-determination has turned into a formality devoid of meaning and import.” During his IAPP Europe Data Protection Congress keynote, Mayer-Schönberger called for “a new protection mechanism. A paradigm adjustment to ensure privacy in the age of Big Data” rather than giving up on privacy. “It’s not that the data is problematic,” he said, “but how it’s being used, especially in the context of complex data analysis.” This exclusive for The Privacy Advisor examines this idea of holding users accountable, whether they have persuaded a consumer to provide consent by clicking a button or not.
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