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Chances are, you have more personal information posted online than you think.
In 2024, the U.S. Federal Trade Commission (FTC) reported that 1.1 million identity theft complaints were filed, where $12.5 billion was lost to identity theft and fraud overall—a 25% increase over the year prior.
What fuels all this theft and fraud? Easy access to personal information.
Here’s one way you can reduce your chances of identity theft: remove your personal information from the internet.
Scammers and thieves can get a hold of your personal information in several ways, such as information leaked in data breaches, phishing attacks that lure you into handing it over, malware that steals it from your devices, or by purchasing your information on dark web marketplaces, just to name a few.
However, scammers and thieves have other resources and connections to help them commit theft and fraud—data broker sites, places where personal information is posted online for practically anyone to see. This makes removing your info from these sites so important, from both an identity and privacy standpoint.
Data broker sites are massive repositories of personal information that also buy information from other data brokers. As a result, some data brokers have thousands of pieces of data on billions of individuals worldwide.
What kind of data could they have on you? A broker may know how much you paid for your home, your education level, where you’ve lived over the years, who you’ve lived with, your driving record, and possibly your political leanings. A broker could even know your favorite flavor of ice cream and your preferred over-the-counter allergy medicine thanks to information from loyalty cards. They may also have health-related information from fitness apps. The amount of personal information can run that broadly, and that deeply.
With information at this level of detail, it’s no wonder that data brokers rake in an estimated $200 billion worldwide every year.
Your personal information reaches the internet through six main methods, most of which are initiated by activities you perform every day. Understanding these channels can help you make more informed choices about your digital footprint.
When you buy a home, register to vote, get married, or start a business, government agencies create public records that contain your personal details. These records, once stored in filing cabinets, are now digitized, accessible online, and searchable by anyone with an internet connection.
Every photo you post, location you tag, and profile detail you share contributes to your digital presence. Even with privacy settings enabled, social media platforms collect extensive data about your behavior, relationships, and preferences. You may not realize it, but every time you share details with your network, you are training algorithms that analyze and categorize your information.
You create accounts with retailers, healthcare providers, employers, and service companies, trusting them to protect your information. However, when hackers breach these systems, your personal information often ends up for sale on dark web marketplaces, where data brokers can purchase it. The Identity Theft Research Center Annual Data Breach Report revealed that 2024 saw the second-highest number of data compromises in the U.S. since the organization began recording incidents in 2005.
When you browse, shop, or use apps, your online behavior is recorded by tracking pixels, cookies, and software development kits. The data collected—such as your location, device usage, and interests—is packaged and sold to data brokers who combine it with other sources to build a profile of you.
Grocery store cards, coffee shop apps, and airline miles programs offer discounts in exchange for detailed purchasing information. Every transaction gets recorded, analyzed, and often shared with third-party data brokers, who then create detailed lifestyle profiles that are sold to marketing companies.
Data brokers act as the hubs that collect information from the various sources to create comprehensive profiles that may include over 5,000 data points per person. Seemingly separate pieces of information become a detailed digital dossier that reveals intimate details about your life, relationships, health, and financial situation.
Legally, your aggregated information from data brokers is used by advertisers to create targeted ad campaigns. In addition, law enforcement, journalists, and employers may use data brokers because the time-consuming pre-work of assembling your data has largely been done.
Currently, the U.S. has no federal laws that regulate data brokers or require them to remove personal information if requested. Only a few states, such as Nevada, Vermont, and California, have legislation that protects consumers. In the European Union, the General Data Protection Regulation (GDPR) has stricter rules about what information can be collected and what can be done with it.
On the darker side, scammers and thieves use personal information for identity theft and fraud. With enough information, they can create a high-fidelity profile of their victims to open new accounts in their name. For this reason, cleaning up your personal information online makes a great deal of sense.
Understanding which data types pose the greatest threat can help you prioritize your removal efforts. Here are the high-risk personal details you should target first, ranked by their potential for harm.
When prioritizing your personal information removal efforts, focus on combinations of data rather than individual pieces. For example, your name alone poses minimal risk, but your name combined with your address, phone number, and date of birth creates a comprehensive profile that criminals can exploit. Tools such as McAfee Personal Data Cleanup can help you identify and remove these high-risk combinations from data broker sites systematically.
This process takes time and persistence, but services such as McAfee Personal Data Cleanup can continuously monitor for new exposures and manage opt-out requests on your behalf. The key is to first understand the full scope of your online presence before beginning the removal process.
Let’s review some ways you can remove your personal information from data brokers and other sources on the internet.
Once you have found the sites that have your information, the next step is to request to have it removed. You can do this yourself or employ services such as McAfee’s Personal Data Cleanup, which can help manage the removal for you depending on your subscription. It also monitors those sites, so if your info gets posted again, you can request its removal again.
You can request to remove your name from Google search to limit your information from turning up in searches. You can also turn on “Auto Delete” in your privacy settings to ensure your data is deleted regularly. Occasionally deleting your cookies or browsing in incognito mode prevents websites from tracking you. If Google denies your initial request, you can appeal using the same tool, providing more context, documentation, or legal grounds for removal. Google’s troubleshooter tool may explain why your request was denied—either legitimate public interest or newsworthiness—and how to improve your appeal.
It’s important to know that the original content remains on the source website. You’ll still need to contact website owners directly to have your actual content removed. Additionally, the information may still appear in other search engines.
If you have old, inactive accounts that have gone by the wayside such as Myspace or Tumblr, you may want to deactivate or delete them entirely. For social media platforms that you use regularly, such as Facebook and Instagram, consider adjusting your privacy settings to keep your personal information to the bare minimum.
If you’ve ever published articles, written blogs, or created any content online, it is a good time to consider taking them down if they no longer serve a purpose. If you were mentioned or tagged by other people, it is worth requesting them to take down posts with sensitive information.
Another way to tidy up your digital footprint is to delete phone apps you no longer use as hackers are able to track personal information on these and sell it. As a rule, share as little information with apps as possible using your phone’s settings.
After sending your removal request, give the search engine or source website 7 to 10 business days to respond initially, then follow up weekly if needed. If a website owner doesn’t respond within 30 days or refuses your request, you have several escalation options:
For comprehensive guidance on website takedown procedures and your legal rights, visit the FTC’s privacy and security guidance for the most current information on consumer data protection. Direct website contact can be time-consuming, but it’s often effective for removing information from smaller sites that don’t appear on major data broker opt-out lists. Stay persistent, document everything, and remember that you have legal rights to protect your privacy online.
After you’ve cleaned up your data from websites and social platforms, your web browsers may still save personal information such as your browsing history, cookies, autofill data, saved passwords, and even payment methods. Clearing this information and adjusting your privacy settings helps prevent tracking, reduces targeted ads, and limits how much personal data websites can collect about you.
When your home address is publicly available, it can expose you to risks like identity theft, stalking, or targeted scams. Taking steps to remove or mask your address across data broker sites, public records, and even old social media profiles helps protect your privacy, reduce unwanted contact, and keep your personal life more secure.
The cost to remove your personal information from the internet varies, depending on whether you do it yourself or use a professional service. Read the guide below to help you make an informed decision:
Removing your information on your own primarily requires time investment. Expect to spend 20 to 40 hours looking for your information online and submitting removal requests. In terms of financial costs, most data brokers may not charge for opting out, but other expenses could include certified mail fees for formal removal requests—about $3-$8 per letter—and possibly notarization fees for legal documents. In total, this effort can be substantial when dealing with dozens of sites.
Depending on which paid removal and monitoring service you employ, basic plans typically range from $8 to $25 monthly while annual plans, which often provide better value, range from $100 to $600. Premium services that monitor hundreds of data broker sites and provide ongoing removal can cost $1,200-$2,400 annually.
The difference in pricing is driven by several factors. This includes the number of data broker sites to be monitored, which could cover more than 200 sites, and the scope of removal requests which may include basic personal information or comprehensive family protection. The monitoring frequency and additional features such as dark web monitoring, credit protection, and identity restoration support and insurance coverage typically command higher prices.
The upfront cost may seem significant, but continuous monitoring provides essential value. A McAfee survey revealed that 95% of consumers’ personal information ends up on data broker sites without their consent. It is possible that after the successful removal of your information, it may reappear on data broker sites without ongoing monitoring. This makes continuous protection far more cost-effective than repeated one-time cleanups.
Services such as McAfee Personal Data Cleanup can prove invaluable, as it handles the initial removal process, as well as ongoing monitoring to catch when your information resurfaces, saving you time and effort while offering long-term privacy protection.
Aside from the services above, comprehensive protection software can help safeguard your privacy and minimize your exposure to cybercrime with these offerings such as:
So while it may seem like all this rampant collecting and selling of personal information is out of your hands, there’s plenty you can do to take control. With the steps outlined above and strong online protection software at your back, you can keep your personal information more private and secure.
Unlike legitimate data broker sites, the dark web operates outside legal boundaries where takedown requests don’t apply. Rather than trying to remove information that’s already circulating, you can take immediate steps to reduce the potential harm and focus on preventing future exposure. A more effective approach is to treat data breaches as ongoing security issues rather than one-time events.
Both the FTC and Cybersecurity and Infrastructure Security Agency have released guidelines on proactive controls and continuous monitoring. Here are key steps of those recommendations:
As you go about removing your information for the internet, it is important to set realistic expectations. Several factors may limit how completely you can remove personal data from internet sources:
While some states like California have stronger consumer privacy rights, most data removal still depends on voluntary compliance from companies.
Removing your personal information from the internet takes effort, but it’s one of the most effective ways to protect yourself from identity theft and privacy violations. The steps outlined above provide you with a clear roadmap to systematically reduce your online exposure, from opting out of data brokers to tightening your social media privacy settings.
This isn’t a one-time task but an ongoing process that requires regular attention, as new data appears online constantly. Rather than attempting to complete digital erasure, focus on reducing your exposure to the most harmful uses of your personal information. Services like McAfee Personal Data Cleanup can help automate the most time-consuming parts of this process, monitoring high-risk data broker sites and managing removal requests for you.
The post How to Remove Your Personal Information From the Internet appeared first on McAfee Blog.
Tapping your phone at the cash register makes for a smooth trip to the store. Far smoother than fumbling for your card at the checkout or dealing with a bunch of change. That’s the beauty of the digital wallet on your phone. And with that convenience comes something plenty important — keeping that digital wallet secure.
All the personal info, photos, and banking apps we already have on our phones already make them plenty valuable. A digital wallet makes them that much more valuable.
A few steps can keep your phone and digital wallet more secure. Further, other steps can protect your cards and identity if that phone gets lost or stolen.
Let’s start with a look at how digital wallets work.
For starters, digital wallets work much like a physical wallet. Through service apps like Apple Pay, Google Pay, Samsung Pay, PayPal, and others, you can store various payment types. That includes debit cards, credit cards, gift cards, and bank accounts.
The transaction is highly secure in general. When you use your digital wallet to make a purchase, the app creates a random ID for the transaction. It uses that ID rather than your actual account number to keep things secure. Encryption technology keeps things safer still by scrambling info during the process.
A digital wallet is safe, as long as you guard your smartphone just as closely as you would your physical wallet.
Here’s why you should secure your digital wallet and three tips to help you do so.
Fewer people use a lock screen than you might think. A finding from our global research showed that only 56% of adults said that they protect their smartphone with a password or passcode.[i] The problem with going unlocked is that if the phone gets lost or stolen, you’ve handed over a large part of your digital life to a thief. Setting up a lock screen is easy. It’s a simple feature found on iOS and Android devices.
Always protect your digital wallet with a lock, whether a unique passcode, fingerprint scan, or facial ID. This is the best and easiest way to deter cybercriminals. If you use a numerical code, make it different from the passcode on your phone. Also, make sure the numbers are random. Birthdays, anniversaries, house addresses, and the last digits of your phone number are all popular combinations and are crackable codes to a resourceful criminal.
Another way to secure your digital wallet is to make sure you always download the latest software updates. Developers are constantly finding and patching security holes, so the most up-to-date software is often the most secure. Turn on automatic updates to ensure you never miss a new release.
Before you swap your plastic cards for digital payment methods, ensure you research the digital banking app before downloading. Also, ensure that any app you download is through the official Apple or Android store or the financial institution’s official website. Then, check out how many downloads and reviews the app has. That’s one way you can make sure you’re downloading an official app and not an imposter. While most of the apps on official stores are legitimate, it’s always smart to check for typos, blurry logos, and unprofessional app descriptions.
So what happens if your phone ends up getting lost or stolen? A combination of device tracking, device locking, and remote erasing can help protect your phone and the data on it. Different device manufacturers have different ways of going about it, but the result is the same — you can prevent others from using your phone. You can even erase it if you’re truly worried that it’s in the wrong hands or if it’s gone for good. Apple provides iOS users with a step-by-step guide, and Google offers up a guide for Android users as well.
No doubt about it. Our phones get more and more valuable as the years go by. With an increasing amount of our financial lives coursing through them, protecting our phones becomes that much more important.
Comprehensive online protection like our McAfee+ plans can protect your phone. And it can protect something else. You. Namely, your privacy and your identity. Here’s a quick rundown: It can …
Protection like this is worth looking into, particularly as our phones become yet more valuable still thanks to digital wallets and payment apps like them.
[i] https://www.mcafee.com/content/dam/consumer/en-us/docs/reports/rp-connected-family-study-2022-global.pdf
The post How to Secure Your Digital Wallet appeared first on McAfee Blog.
People under 60 are losing it online. And by it, I mean money—thanks to digital identity theft.
In its simplest form, your digital identity is made up of a whole host of things that can be traced back to you and who you are. That can range anywhere from photos you post online to online shopping accounts, email accounts to telephone numbers, and bank accounts to your tax ID.
In this way, your digital identity is like dozens upon dozens of puzzle pieces made up of different accounts, ID numbers, and so forth. When put together, they create a picture of you. And that’s why those little puzzle pieces of your identity are such attractive targets for hackers. If they get the right combination of them, you can end up a victim of theft or fraud.
Here’s what’s happening: people under 60 were twice as likely to report losing money while shopping online. The spotlight also shows that adults under 60 are more than four times more likely to report losing money to an investment scam, and the majority of those losses happened in scams involving some form of cryptocurrency investments.
And it’s no surprise younger adults get targeted this way. They’re far more likely than any other age group to use mobile apps for peer-to-peer payments, transfer money between accounts, deposit checks, and pay bills. In short, there’s a lot of money flowing through the palms of their hands thanks to their phones, as well as their computers.
Protecting yourself from hackers and fraud means protecting your digital identity. And that can feel like a pretty huge task given all the information your digital identity includes. It can be done, though, especially if you think about your identity like a puzzle. A piece here, another piece there, can complete the picture (or complete it just enough) to give a hacker what they need to separate you from your money. Thus, the way to stay safe is to keep those puzzle pieces out of other people’s hands.
It’s actually not that tough. With a few new habits and a couple of apps to help you out, you can protect yourself from the headaches and flat-out pain of fraud. Here’s a list of straightforward things that you can get started on right away:
1. Start with the basics—security software
Protect yourself by protecting your stuff. Installing and using security software on your computers and phones can prevent all kinds of attacks and make you safer while you surf, bank, and shop online. I should emphasize it again—protect your phone. Only about half of people protect their phones even though they use them to hail rides, order food, send money to friends, and more. Going unprotected on your phone means you’re sending all that money on the internet in a way that’s far, far less safe than if you use online protection.
2. Create strong passwords
You hear this one all the time and for good reason—strong, unique passwords offer one of your best defenses against hackers. Never re-use them (or slight alterations of them) across the different platforms and services you use. Don’t forget to update them on the regular (that means at least every 60 days)! While that sounds like a lot of work, a password manager can keep on top of it all for you. And if your platform or service offers the use of two-factor authentication, definitely make use of that. It’s a further layer of security that makes hacking tougher for crooks.
3. Keep up to date with your updates
Updates have a way of popping up on our phones and computers nearly every day, resist the urge to put them off until later. Aside from making improvements, updates often include important security fixes. So, when you get an alert for your operating system or app on your devices, go ahead and update. Think of it as adding another line of defense from hackers who are looking to exploit old flaws in your apps.
4. Think twice when you share
Social media is one place hackers go to harvest personal information because people sometimes have a way of sharing more than they should. With info like your birthday, the name of your first school, your mother’s maiden name, or even the make of your first car, they can answer common security questions that could hack into your accounts. Crank up the privacy settings on your accounts so only friends and family can see your posts—and realize the best defense here is not to post any possibly sensitive info in the first place. Also, steer clear of those “quizzes” that sometimes pop up in your social feeds. Those are other ways that hackers try to gain bits of info that can put your identity at risk.
5. Shred it
Even though so many of us have gone paperless with our bills, identity theft by digging through the trash, or “dumpster diving,” is still a thing. Things like medical bills, tax documents, and checks still might make their way to your mailbox. You’ll want to dispose of them properly when you’re through with them. First, invest in a paper shredder. Once you’ve online deposited that check or paid that odd bill, shred it so that any personal or account info on there can’t be read (and can be recycled securely). Second, if you’re heading out of town for a bit, have a friend collect your mail or have the post office put a temporary hold on your mail. That’ll prevent thieves from lifting personal info right from your mailbox while you’re away.
6. Check your credit
Even if you don’t think there’s a problem, go ahead and check your credit. The thing is, someone could be charging things against your name without you even knowing it. Depending on where you live, different credit reporting agencies keep tabs on people’s credit. In the U.S., the big ones are Equifax, Experian, and TransUnion. Also in the U.S., the Fair Credit Reporting Act (FCRA) requires these agencies to provide you with a free credit check at least once every 12 months. Canada, the UK, and other nations likewise offer ways to get a free credit report. Run down your options—you may be surprised by what you find.
As I just mentioned, the quickest way to get sense of what’s happening with your identity is to check your credit. Identity theft goes beyond money. Crooks will steal identities to rent apartments, access medical services, and even get jobs. Things like that can show up on a credit report, such as when an unknown address shows up in a list of your current and former residences or when a company you’ve never worked for shows up as an employer. If you spot anything strange, track it down right away. Many businesses have fraud departments with procedures in place that can help you clear your name if you find a charge or service wrongfully billed under your name.
Other signs are far more obvious. You may find collection agencies calling or even see tax notices appearing in your mailbox (yikes). Clearly, cases like those are telltale signs that something is really wrong. In that case, report it right away:
Likewise, many nations offer similar government services. A quick search will point you in the right direction.
Another step you can take is to ask each credit bureau to freeze your credit, which prevents crooks from using your personal information to open new lines of credit or accounts in your name. Fraud alerts offer another line of protection for you as well, and you can learn more about fraud alerts here.
With so many bits and pieces of information making up your digital identity, a broader way of keeping it safe involves asking yourself a question: what could happen if someone got their hands on this info? Further realizing that even little snippets of unsecured info can lead to fraud or theft in your name helps—even that un-shredded bill or innocuous refund check for a couple of bucks could give a crook the puzzle piece they need. You can keep your digital identity safe by keeping those pieces of info out of other people’s hands.
The post How to Protect Your Digital Identity appeared first on McAfee Blog.
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