• As consumers and users of the web, we have little choice but to allow our data and internet activities to be recorded and stored if we wish to continue using the web
• Thus, it seems the responsibility for the appropriate use of this data lies with the organizations collecting it
• A number of recommendations to prevent the misuse of the data can be found in the literature

Recommendations:

• Firms may employ Privacy- Preserving Data Mining techniques which ensures web users sensitive data is protected while providing useful information
• Understands that communicating a dedication to user privacy is of the utmost importance, and may help negate the negative impacts of data mining on privacy
• For example, the World Wide Web Consortium’s (W3C’s) platform for communicating privacy policies is the Privacy Preferences Project (P3P) which encodes user data and essentially gives them a certain level of control over their own information mined from the web

Verghese et al (2010) 

• Brown understands that data must be stored in a secure location where there is little vulnerability of unsolicited access or misuse
• Also recommends the use of Firewalls and Intrusion detection and prevention systems to protect the data stored by the organisation

Brown (2015)