In the wake of the 2016 election, media agencies and advertisers are confronting a delicate question: How should the consultant class be allowed to use people’s personal data to market what we think they want? Many agencies and brands use our online footprints to track, engage, and influence everything we see. At times, there seems to be little difference between most agencies and the firms hauled before Congress in the aftermath of the recent Facebook scandal. So, how should agencies be using Big Data? Where are the ethical traps? And how can we avoid crossing the emerging legal and moral fault lines? In this episode, Boston College business professor Gerald Kane explains how agencies need to examine their role in creating demand for people's personal information - and how trust, addiction, and societal health factor into the debate over who's responsible for protecting our data.