Personal data created by individuals using the internet creates both footprints and fingerprints. Discuss the ways that data-matching on the internet pose new legal and ethical issues for media platforms and media practitioners. [Data matching means the use of personal information given in one context (or held on one database) with data given (or held) in another]

With the exponential growth of the internet and its related technologies, individuals now leave behind an unprecedented amount of personal data on various online platforms. This data is created by individuals as they interact with the internet and can be categorized as either footprints or fingerprints. Footprints are the data that individuals leave behind intentionally, such as their search history or social media posts. Fingerprints, on the other hand, are the data that individuals leave behind unintentionally, such as their browsing history or IP address. These personal data, when matched, can create a detailed and personal profile of an individual, and this poses new legal and ethical issues for media platforms and media practitioners.

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