In spring 2012 Google changed its global privacy policies by reducing 70 separate privacy policies into one document. An ICO spokesperson said it made it “no longer possible to find out what’s going on with your information across Google’s products and services”. Changes to the privacy settings have allowed Google to combine the personal data of customers across Google products including Google search and YouTube, creating a single identity for Google users.
Many people have become increasingly concerned about the personal information they share online and the digital footprint they leave online and the online reputation they perceive. Companies such as Igniyte specialise in online reputation management.