"{...} the claim of individuals, groups or institutions to determine for themselves when, how and to what extent information about them is communicated to others. Viewed in terms of the relation of the individual to social participation, privacy is the voluntary and temporary withdrawal of a person from the general society through physical or psychological means, either in a state of solitude or small group intimacy or when among large groups, in a condition of anonymity or reserve." (Westin, 1967, p.7)
Claims that people have control on the information that they provide so information that is collected through this type of data collection is controlled and only what the consumer wishes to share.