Jake Metcalf, a technology ethicist at the think tank Data & Society in New York City: "Similar systems are used to give researchers access to genetic data, he says. But he adds that social-media data, although less sensitive than medical information, bring an extra privacy challenge in that they are connected to a person’s real-world behaviour. This means that, even if data are anonymized, it is relatively easy to use them to identify individuals, especially if they are cross-referenced with other data, such as those from cell phones, says Metcalf — who is also part of the team conducting ethical reviews for proposals to the scheme." [7]