What is Private Browsing Mode

In recent years, consumers have become more knowledgeable about the risks of submitting personal information online. Yet despite being familiar with these risks, many users do not act to secure their privacy online. Variations of the axiom, “If the service is free, you are the product” point to what is often viewed as a tacit agreement entered by users to exchange their personal data for a more personalized online experience. This entry begins with a broad theoretical discussion of internet privacy before examining the concept through the perspective of user activity, corporate data collection, and malevolent actors. Various solutions to increase awareness of privacy risk and proactively protect personal information are discussed, as well as directions for future research and legislation.