"David Vaile, the vice-chairman of the Australian Privacy Foundation, a collective of academics and legal experts, said consent sought by companies with loyalty cards was a "sham". "Does the customer actually know what is going on? Probably not," Mr Vaile said.
"The whole point of big data for this purpose is not statistics, it's not aggregated, it's [for] tagging to an individual. The name [of the individual] is sort of irrelevant. If they can get other means of identifying you, knowing it is you, they want to get inside your head to know what you are susceptible to, who you would trust."