Scandals involving privacy violations of stored user data seem to be commonplace. This time, according to a report published in Protocol , the American financial services and digital payments company Square is allegedly selling the personal information it holds on its customers' files , specifically their email addresses.
It seems that small businesses wanting to start email marketing campaigns often resort to this practice, sending unsolicited or unauthorized advertising to many people. This often presents problems, as inboxes become flooded with spam , especially if filters aren't properly configured.
Square appears to be selling access to your inbox
One of the testimonials cited in the Protocol report is from a merchant who has been using the payment service for a long time because he considers it very easy to use.
According to him, he discovered that by paying €200 a month, he has access to a mailing list of potential customers to whom he can send advertising for his business. The problem is that some people started complaining.
New @TwitterMoments : Have you ever received a promo email from a local business and wondered, “How'd they get my info?” Square probably has something to do with it. https://t.co/wfBswcnPG7
— Protocol (@protocol) October 26, 2022
That's where the investigation by the journalists began, and they discovered that small businesses use this strategy , which, according to digital marketing experts, is not the most legal.
They claim that this procedure violates user security and privacy practices, while walking a very fine line that could lead to violators being subjected to rigorous legal proceedings.
This advertising network begins working when you complete your Square profile. From there, your information is distributed to various marketing lists that pay for that data.
Each user manages it according to their own convenience and needs. The terms and conditions state that they collect information necessary to improve the service, but not to distribute it to third parties.
Many find this procedure tedious. One example is lawyer Megan Gray , who considers receiving unwanted information frequently to be one of the biggest annoyances.
However, the company is most likely not violating California state law, since according to its business description, it is a service provider for everyday situations, and therefore has fewer controls regarding data security and privacy.
In any case, it never hurts to learn how to configure each of the email options , especially the spam filters, in case you receive information you no longer wish to receive.
In all cases, you have the option to remove them completely. By searching for a simple tutorial, you'll discover countless features in your account that you probably didn't even know existed.
It's not just Square; other companies have been profiting from our personal data for years.
Every time you receive unsolicited information in your inbox, it's because someone has shared your contact details with third parties without your knowledge. This practice is actually more widespread than many people realize , leading to thousands of people being bombarded with advertising messages, often for products they have no interest in or from companies new to the market.
Technology companies collect vast amounts of personal data to sell advertising. Not only that, they sell the assurance that this massive data collection, processed through algorithms, will guarantee the ad's success. Even more than that, they will shape our habits and relationships. pic.twitter.com/eHlYDTyZwj
— Santiago Lamelo ☭ (@slamelov) September 19, 2020
Nothing in life is free. So, a company that offers a large number of free services owns all the data you provide them. They state this in their terms of service, but most users don't bother to read them.
The first case on the list is Google . It knows your location, stores your browser searches and keeps them even if you delete your history, keeps the files you upload to the cloud, takes your phone contacts, and saves information from Android apps.
In recent times, they have faced accusations of selling data to third parties , although executives vehemently deny this. However, an investigation by the Financial Times reveals that they sell the personal profiles they receive to advertisers to achieve better advertising personalization.
According to the source, up to eight different campaigns were found to be carrying out this practice, and the authorities are keeping a close eye on whether sensitive information is being leaked.
But that's not the only case. Facebook has also been criticized for having this bad practice in its policies. They don't sell the data to their advertisers; instead, others access profiles through the information that users provide.
In other words, by tracking everyone's online activity, they capture their interests, tastes, and concerns. Then, using that history, they sell advertising space to companies to display what you're looking for. It's constant tracking that violates everyone's right to privacy.
There are companies that claim to operate within the bounds of the law, and others that do so regardless of the consequences that may arise.
In Spain, there's a company called Xeerpa that notifies its users that it will store their data and share it to conduct personalized marketing campaigns based on their stated interests. Users can subscribe using any of their social media accounts if they wish.
The main problem is the lack of awareness of the terms of service on each website where a user registers. The contracts are so long that it's tedious to read them completely.
But afterwards, there's no right to complain, because any tiny detail allows large companies to justify their actions before the law and prove that you agreed to let them handle the information without any limitations.
