Our privacy faces new challenges: behavioural advertising can use your internet history to better market products; social networking sites used by 41.7 million Europeans allow personal information like photos to be seen by others; and the 6 billion smart chips used today can trace your movements. The European Commission today – Data Protection Day – warned that data protection rules must be updated to keep abreast of technological change to ensure the right to privacy, legal certainty for industry, and the take-up of new technologies. EU rules say that a person's information can only be used on legitimate grounds, with their prior consent. With the Lisbon Treaty and the Charter of Fundamental Rights now in force, the Commission today said it wants to create a clear, modern set of rules for the whole EU guaranteeing a high level of personal data protection and privacy, starting with a reform of the 1995 EU Data Protection Directive. [more]