When we complete a seemingly innocuous Squid Game quiz to find out which character in the popular TV show we are closest to, we are also giving up more data that can be used to profile us.

When our friends also do the quiz and we interact with their results, we are giving up data about our relationships with like-minded people who enjoy the same content and are likely to be influenced by similar ads.

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Dr Chew Han Ei is senior research fellow at the Institute of Policy Studies, National University of Singapore, and a member of the Sunlight AfA (the Singapore Together Alliance for Action to tackle online harms, especially towards women)

Top Photo from Pixabay.