How much is your personal data worth? In terms of a monetary value, how much would you expect to receive for a simple name, address, and other contact details? Sadly, the answer to this question for many is, ‘not very much’. This was highlighted during a promotional stunt I saw at a shopping centre, where a chocolate manufacturer were giving small Easter eggs to people willing to give away this valuable data. The queue for ‘free’ chocolate was about 40 deep, and I barely saw anybody read the large sign that detailed what this company may do with such data.