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A report by the state's attorney general's office in Connecticut reveals a concerning incident in which a woman started receiving mail advertisements for cremation services after completing chemotherapy. The report states that she was added to a marketing list by a data broker. This incident highlights the close relationship between data brokers and data analytics firms in the digital marketing landscape, as well as the potential for targeting individuals based on sensitive health conditions. Laws like the Connecticut Data Privacy Act are aiming to give consumers more control over their personal data and address these unsettling targeting practices.
This matter has brought to light the close interplay between data brokers and data analytics firms in the digital marketing landscape.
Data brokers often have access to medical records or other medical information, which enables them to target individuals based on sensitive health conditions. The Federal Trade Commission (FTC) has recognized this issue and has noted that data brokers frequently have access to medical data. Laws like the Connecticut Data Privacy Act, which allows consumers to delete personal data and enables the state attorney general to investigate complaints against data brokers, highlight the need for regulations to protect consumer privacy.
The FTC has previously noted that data brokers often are able to get access to medical records or other medical information.