What are we actually signing up to when we put a tick in that box, before digitally hurrying along to checkout? Campaigners have long grumbled about the opaque manner of many T&Cs with complaints about changes to Facebook

We are used to the idea that online advertising is increasingly personalised and amended in real time to target those individuals with a profile most likely to purchase the product. But what if the information that is held on consumers is, shall we say, a little shaky?

On the surface, Google, Twitter, Facebook, Foursquare and Instagram all look like they cost us nothing, because they cost us no money. But unfortunately, they all cost us information, which we don't value, but which is gold dust to the people who actually do want our money.

Protection of young people online is very much needed as 12% of 9 to 12-year-olds say they have been upset, mainly by bullying (40%) and by sexual content and approaches (25%). Young people spend on average 88 minutes a day online.