That's an excellent point, and I'm glad you raised it.
I mentioned our ombudsman role earlier, and we take the view that the best way to get compliance with the legislation is through people knowing about it, agreeing with it, and conducting themselves in accordance with it. To that end, we say that it's the responsibility not only of organizations but also of individuals to act responsibly with how they handle their personal information and give it out. They should be aware of their rights and be aware of the implications when they give out information.
So promoting awareness is part of what we do for individuals and also organizations, and we can measure it directly through things like the complaints we receive. If there's a given area, for example, where there are a lot of complaints, then we'll target that area, perhaps, for raising awareness about people's rights and obligations. A good example is giving out driver's licences to retailers. More and more retailers are looking for your driver's licence as a way of preventing fraud, they say. We ask retailers to do that only when there's a demonstrable case of fraud or if they need it for a valid business purpose. We also ask consumers to check why the driver's licence is wanted and what will be done with it. Is it for target marketing? What are the implications of this?
We also measure it through surveys. We can tell from our surveys that the level of awareness of Canadians, and also concern about certain issues, changes over time and often it's in direct result to some outreach that we've done.
So we do try to measure its worth, but it's a big part of what we do as an ombudsman.