Facebook's attempts to make more and more of people's profiles publicly available and Google's seemingly laissez-faire attitude to data have made headlines across the world.
People hitherto gung-ho about their digital footprint, knowing little and caring less about the trail of information they leave, have been forced to think a little deeper about their online lives.
Facebook has made no secret of its desire to make the web more social but its increasingly complex privacy settings meant people were starting to give away more information than they wanted to more people than they intended.
"The environment of social networking is designed to encourage people to share. Often the default setting is privacy-unfriendly," said Ian Brown of the Oxford Internet Institute.
Mark Zuckerberg wants a 'social' web