Today we are living in a data age. Millions of pieces of information are generated and used by organizations every day - and developments in technology have helped to make the storage and manipulation of this information much easier. But while marketers have been rubbing their hands together at the comparative ease at which they are now able to gather, analyze and interpret masses of customer data, serious underlying issues of privacy and data protection are threatening to not only damage business relationships, but also ask searching questions as to the conduct of corporations in today's information society.