The data that is used in targeted marketing is freely available online and can be protected in many ways. The programmes that target marketing often do not ever gain real access to individuals’ identities, but rather collate their search details. It is highly unlikely that any of this information could be used to identify actual individuals. Furthermore, the information in question is put into the public sphere by individuals availing of online services and not guaranteed any form of special protection. They exist and are revealed in the public sphere, and belong there. It is therefore wrong to say that privacy is being undermined by targeted advertising.