You're talking about their ability to use the data to micro-target.
Let me talk another way about how they collect data.
The minute I buy my iPhone and say, “I agree to the terms of use”, I click it or I go into Google and I've implicitly agreed to do something, which is to spy on me. I don't want Apple spying on me for last year, even though they make the argument that it's necessary. That's not true. It's a lie; it's not necessary. I have had no power to go and negotiate my terms of use.
Would it be a good idea if we were to mandate what they can and can't do in terms of their ability to collect the data? That doesn't mean everybody will follow it, but for people like Google and Facebook, if the penalties are large enough for breaking that law, we could use their terms of use and say, “Whatever you put your terms of use on, this is contractually what you can and can't do for Canadians.”
I'd like to hear from all three of you on that. Maybe we'll start with you, Mr. Carroll.