Perhaps I can give you a bit of a history of how we've evolved at the OPC. The first investigation that dealt with OBA, online behavioural advertising, was of Facebook in 2009, when the OPC said that since you get Facebook for free, you should expect advertising because that's the only way they can live. That was a business model that the interpretation of privacy law had to take into account. As long as Facebook did not disclose personal information to third parties, and only used it for its own use to filter ads and send them on the basis of interest, it was within the law. Then we moved to Google in 2014, and in our decision found that Google had served ads to a gentleman who had trusted Google not to serve him ads, as they said they would not in their privacy policy on the basis of his sensitive information, but did. In his case it was medical information, and they served him ads. They discovered, in fact, it was a third-party adviser who was not following Google's rules. The problem there was that even though it was a free service, it was outside the bounds of the privacy policy, first, and the Privacy Act, second, which requires a company to refrain from tracking on the basis of sensitive information.
To go to your point of what's sensitive and what's not sensitive, really—and this goes to Maître Gratton's point—it's very much decided on the basis of harm. Think, what is the harm if this information were revealed? If the harm would be high, with financial information, you can be defrauded. If it's medical information, it's a grave intrusion. That's sensitive. That's what we usually use: what's the harm in disclosure? Then, again, the last decision on that was the Bell investigation, which you've referred to, in which the OPC said that Bell does not have a free service. Contrary to the decision on Facebook in 2009, it's not free. Users have already paid for the service; therefore, if the company, on top of that, is going to be taking their personal information, that's an additional payment, let's say, and there has to be express consent.