Some women without the BRCA mutations who are diagnosed with cancer in one breast decide to have both removed even though data suggest their risk of getting the disease in their second breast is low.
If, subsequent to collection, companies decide to use or disclose personal data for purposes that are inconsistent with the context in which the data was disclosed, they must provide heightened measures of Transparency and Individual Choice.
Google will allow users to decide what happens to their data after they die or become inactive online, the first major company to deal with the sensitive issue.