Personal data created by individuals using the internet creates both footprints and fingerprints. Discuss how data-matching on the internet poses new legal and ethical issues for media platforms and 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]

Data matching on the internet has become increasingly prevalent, fueled by the vast amounts of personal data individuals generate online. This practice raises a plethora of legal and ethical issues for media platforms and practitioners, as it involves the amalgamation of data from disparate sources to create detailed profiles of individuals. These profiles, often used for targeted advertising or content customization, can encroach upon individuals' privacy rights and lead to potential misuse of personal information.

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