Add to this the proliferation of personal data being shared across various platforms and today’s online world becomes a perfect breeding ground for cyber-attack. Our research also revealed more than 50 per cent of consumers spend at least 15 hours a week using their devices for personal reasons. Naturally, spending so much time online means that consumers are now rapidly accumulating a vast array of digital assets – such as photographs, music tracks and documents – all stored on their devices. For example, the average Brit keeps 3,000 digital assets on their tablet and smartphone devices, including sensitive information such as financial records, drivers’ licences and passports.

The value we place on these digital assets often surpasses that of the many tangible, physical items we own. In the UK especially, consumers are putting a high price tag on their digital lives – up to $22,7234 (17,745 euros – £15,000) – worth of value. Digital items containing personal records have the highest value at over $303 (235 euros – £200) per item, whilst personal memories such as photographs and videos are valued at $27.50 (22 euros – £18) per item.

Many of us insure the physical contents of our homes without a second thought. However, in today’s digital age, data is quickly becoming a constant and substantial part of our lives. As the value of our digital assets increases, the responsibility to protect it from theft or loss should grow in line with it.

This is why we’ve worked with Intel on a new service that protects a consumer’s entire digital life. As I said in my previous blog post, on the 14^th May, we announced McAfee LiveSafe, the first unlimited cross-device security service that uses cutting-edge facial and voice recognition technology to protect users’ digital lives. This solution delivers on the joint vision that we share with Intel to redefine the consumer security experience, enabling users to connect with confidence by protecting their data, identity and all devices.

McAfee LiveSafe is the needed response to today’s evolving cyber security landscape and the increasing need for protection on our mobile devices. The memories we create online are often irreplaceable and impossible to recreate, re-download or repurchase. Rather than leave ourselves unprotected and vulnerable to having these memories taken away from us, LiveSafe enables the consumer to continue their digital life, in the knowledge that we are keeping it secure for them.

As a leader in multi device protection, our partnership with Intel on the LiveSafe service will provide consumers with an unprecedented level of security in today’s increasingly complex digital world. Its intuitive and innovative features – biometric authentication and cloud-based storage – will hopefully help consumers to realise that, when it comes to our lives and the priceless memories we create, no measure is too big or too small to safeguard our digital assets.

Mobile banking is indeed a tempting offer, but some consumers are rightly worried about the additional security risks; a recent report by viaForensics gave a “Pass” rating to just 14 of the 32 financial applications tested for security, and eight of these applications failed the test altogether.

Keeping information safe on your mobile device

You might dislike standing in line to deposit a check or sending a check to your cable company, but you also don’t want to put your private information in the hands of hackers. Fortunately, there are some things you can do to make mobile banking from your smartphone safer.

Regardless of whether or not you use mobile banking from your smartphone, you should take advantage of your phone’s locking mechanism—usually a swipe pattern, passcode, or PIN—and if possible, set it to automatically lock the screen when the device is idle. If your applications have a “Remember Me” option, ensure that it’s disabled; you’ll avoid giving strangers access to private information if your phone is lost or stolen. McAfee All Access lets users add a PIN lock on specific apps, which serves as an extra layer of protection for sensitive information.

Updating mobile applications whenever new versions become available is a good practice whether or not you use mobile banking apps. Hackers can track the changes from one version of an app to the next. This allows them to find weak points in security protocols or reverse-engineer viruses and malware. If you’ve got an out-of-date version of an application, you’re more vulnerable to attacks. This advice applies to virus protection, security software, and new versions of a device’s OS.

Some applications allow users to associate an account with a specific mobile device—if you don’t share an account with a significant other, or if only one of the account holders uses mobile banking, linking your account to your device can help prevent unauthorized access to your financial information if a hacker manages to get his hands on your username and password.

Finally, you can protect your financial information by performing your online banking transactions only while connected to a private Wi-Fi connection. This is a good rule of thumb for any web-based banking transactions, whether from a smartphone, tablet, or laptop. Public or shared connections—like those in bookstores or coffee shops—are less secure than those in your home or office. Don’t assume that a connection is secure just because you need to enter a password, and never use a shared device, like a library computer or a friend’s tablet, to access online banking.

What to do if you’ve been hacked

If you suspect your financial information has been compromised, or if you find fraudulent charges on your bank statement, your first action should be to change the username and password you use to log in to online banking.

Your next step is to contact your financial institution and report the fraudulent activity. They’ll likely close your compromised accounts and open new ones, but it’s wise to confirm that these measures have been taken.

Depending on how soon you detect fraud, institutions are sometimes able to freeze transferred funds or even reverse a transaction. This can be difficult if money has been transferred overseas, as American regulations on electronic banking don’t apply to foreign institutions.

While individual policies vary from one financial institution to the next, some have introduced zero liability policies for customers, meaning any funds you’ve lost might be reimbursable. When you sign up for online or mobile banking, check your institution’s policy on liability.

Black Friday: Don’t let your smartphone be the next victim

For those of you who are shopping adrenaline junkies and decide to camp out overnight to get that “too good to be true deal on a 65” 3D LCD TV – be aware. There are looming dangers in the cyber world, even for those not buying through their smartphone.

Unsecure Wi-Fi Networks: Roughly 6 in 10 people will use free Wi-Fi this Black Friday. Shoppers this year should be cautious of those unsecure Wi-Fi networks because they can leave the information on your mobile device exposed for people to steal. By hopping onto free Wi-Fi networks you are opening the back door on your phone for cyber criminals to come in and access your personal information.

Lost or Stolen Phone: With all of the chaos surrounding the initial shopping rush, you might lose track of your phone. Take precautions and have a plan in place in case it does get lost or stolen. Make sure that you have the ability to locate or even remotely wipe the data off your smartphone in case it falls victim to torn pockets or sticky fingers. Back up your contacts, photos and videos so they are never lost along with your phone.

Cyber Monday: Practice safe shopping online

Cybercriminals could not be more giddy in anticipation of the upcoming holidays with over 48% of Americans planning to shop Cyber Monday sales (45% via personal computer, 10% via mobile device).

Phishing Scams: Before you open an email coupon or type your credit card information into an online forum make sure you protect your personal information. An email might appear to be from a big name department store but if they go beyond just informing you about an upcoming sale they might be phishing for (tricking you into divulging) financial or personal information.

Unsecure Websites: There has been a 20% increase since August in suspicious URLs, with a vast number of hosting malware. Almost 64% of these newly discovered suspect URLs are located in North America. Before making a purchase online check to make sure the URL is secure. One way to understand this is if the URL starts with “HTTPS” it is a secure site. URLs that start with “HTTP” leave your information and mobile device vulnerable to mining your personal information.

This holiday season don’t fall victim to unsafe practices while shopping. Make sure to be smart and aware when shopping in the stores and online.

The latest online safety survey of U.S. consumers that National Cyber Security Alliance (NCSA) partnered with McAfee to conduct shows the scope of the issue. As more devices are being used on the go and by employees, this survey reveals every day disconnects between consumer’s online safety perceptions and their actual practices.

Similar to keeping ourselves healthy, Americans are aware that they need safe and secure Internet-connected devices, but they aren’t keeping up with the required actions to stay safe online. This survey has telling signs of the additional education that is needed to foster a safer Internet experience:

• A Safe Internet is Crucial to U.S. Economy: Ninety-percent of Americans agree that a safe and secure Internet is crucial to our nation’s economic security.
• The Internet is Vital to American Jobs: Fifty-nine percent say their job is dependent on a safe and secure Internet and 79 percent say losing Internet access for 48 consecutive hours would be disruptive with 33 percent saying it would be extremely disruptive.
• Yet a Majority of Americans Do Not Feel Completely Safe Online: Ninety-percent say they do not feel completely safe from viruses, malware and hackers while on the Internet.
• Smartphone Use Grows, Security Lags: 63% feel their smartphones are safe from hackers yet – pointing to a strong disconnect – 57% have never backed up their devices by storing the information or data elsewhere and 63% have never installed security software or apps to protect against viruses or malware.
• Bring Your Own Device Policies Lacking: 48% of employed Americans are allowed to use a personal tablet, smartphone or laptop to perform job functions and 31% can connect to their work network using these personal devices. However, 44% of employed say their employers do not have formal BYOD policies.
• 25% Notified Data Was Exposed in Data Breach: One in four received notification by a business, online service provider or organization that their personally identifiable information (e.g. password, credit card number, email address, etc.) was lost or compromised because of a data breach.

The need for consumers to stay educated is necessary now more than ever with nearly nine in ten Americans using their computers for banking, stock trading or reviewing personal medical information. In a recent study by McAfee on the unprotected rates of PC users globally, the United States ranked the 5^th least protected country. It also uncovered that there are 19.32% of Americans browsing the Internet without any protection, 12.25% of consumers have zero security protection installed and 7.07% have security software installed but disabled.

I hope these concerned netizens take the time during the next few weeks to learn more about keeping their devices, privacy and information protected.  McAfee is very excited to work with NCSA once again to bring these issues to the forefront and continue these efforts to educate the public on these very real threats to consumer’s privacy, identity and overall online safety.

For more information about this survey and tips for consumers, you can check out the:

• Full study and a fact sheet at: http://www.staysafeonline.org/stay-safe-online/resources/
• Press release at: http://www.staysafeonline.org/about-us/news/details/?id=815
• Remarks from federal, state and local officials, and cyber industry leaders from companies to kick off the month’s efforts will be broadcast via Facebook Live today beginning at 10:00 a.m. ET at: https://www.facebook.com/FacebookDC/app_105217732913495?ref=ts

Since the start of the new year, PC malware (malicious software) has already reached the highest levels in four years, according to the McAfee Threats Report: First Quarter 2012. The report exposes a disturbing increase in malicious malware across all PC, Mac and mobile devices. Most importantly, McAfee detected a significant increase in malware targeting Android platform devices. Mac attacks are also on the rise, indicating that total malware could reach the 100 million mark within the year – a record number.

Report Findings:

• 8,000 total mobile malware samples were collected showing a sharp increase during Q1 2012.
• Nearly 7,000 Android threats have been collected and identified through the end of Q1.
• Q1 2012 had the largest number of PC malware detected per quarter in the last four years – 83 million pieces of malware samples were collected by the end of Q1, up from 75 million samples at the end of Q4 2011.
• Mac malware is still significantly less prevalent than PC malware, with approximately 250 new Mac malware samples, and approximately 150 new Mac fake anti-virus malware samples in Q1.
• Global spam levels dropped to slightly more than 1 trillion monthly spam messages by the end of March.

“In the first quarter of 2012 we saw a giant spike in mobile malware, a jump targeting mostly the Android platform.  What was once hundreds of threats in the middle of 2011, is already into the thousands,” said Robert Siciliano, online security threat expert at McAfee.  “The majority of mobile attacks, and their malware, originate and attack third-party markets.  Be sure to use and install software and applications only found on official marketplaces, this will help reduce the risk of compromising your Android device.  At the end of the day, if you’re not protecting and taking care of your devices, and the data on them, today’s cybercriminals will.

Tips to Avoid Becoming a Victim:

For PC and Macs,

1. Download PC or Mac updates as soon as they’re available, so you’re protected from these latest threats.
2. Never download or click on anything from an unknown source.
3. When searching the web, use the safe search tool like McAfee SiteAdvisor®, which tells you if a site is safe to click on or not right in your search results.
4. Keep your computer safe by installing security software from a reputable vendor, such as McAfee Internet Security (PC and Mac versions available).

For mobile devices,

1. Research apps and their publishers thoroughly and check the ratings – better to install apps that are broadly used in the market or are recommended by your circle of friends and colleagues
2. It is wise to purchase from a well-known reputable app store market, such as the Android Market. One way for Android users to avoid installation of non-market applications is to de-select the “Unknown sources” option in the Applications Settings menu on their device.  If the option is not listed, it means your mobile service provider has already done this for the user.
3. When you install an app, you’ll see a list of permissions for services that are granted access to the hardware and software components on your device, like contacts, camera and location. If something in the permissions screen doesn’t look right, don’t install that app! For example, a game or alarm clock app probably shouldn’t need to access your contacts or have the ability to transmit that data from your device.
4. Install antivirus software on your phone.  It is a good idea to install an antivirus program when you get a new mobile device before you add any other apps.

Media Contact:

Kim Eichorn
(408) 346-3606
kim_eichorn@mcafee.com
Follow McAfee Consumer News: @mcafeeconsumer

Not so fast! When new devices are completely unprotected, they can be very vulnerable to malware infections or social engineering scams that can steal personal information.  

Cybercriminals are widening their nets to target a variety of devices and platforms. McAfee Labs^TM is reporting that while Mac and mobile device malware have not hit the mainstream yet, they are increasing, and PC threats continue to escalate significantly.

McAfee encourages consumers to take some simple precautionsto keep their digital lives and devices safe through the holidays and into 2012:

1.    Protect your data.
In a recent global survey, home Internet users estimated that their digital assets, such as photos, contacts, and entertainment, were worth approximately $37,000.  In North America, people valued their assets at a higher figure than anywhere else, at nearly $55,000.

Consider a product that offers data backup and restore features as well as advanced security that allows you to locate a missing device and remotely lock your device and wipe your data in case of loss or theft.

·   A Good Housekeeping survey from August 2011 found that 30 percent of people don’t back up their files, and worse, that every three seconds, a hard drive fails.

·   Don’t take a chance on losing important personal photos, creative works in progress, or financial information.

2.  If you have a new Apple computer or device, including an iPad or iPhone, tansfer your PC best practices to your new Apple product.

·   Unfortunately, the popularity of Apple computers and devices has led to an increase in Mac OS X-targeted threats. According to McAfee Labs, as of late 2010, there were 5,000 pieces of malware targeting the Mac platform and is increasing by 10 percent per month. 

As a proactive measure, consider installing security software that’s been developed for the Mac since more threats are being aimed at this platform.  Check out Apple’s new iCloud service, which provides tools for syncing, backing up and securing data. Use the native security settings on your new device to require a passcode to access the device.

3. If you have a new PC or netbook, make sure your computer has comprehensive security software – anti-virus software alone is not enough. Be sure to back up regularly.

·   8,900 new malicious websites are found daily. (McAfee Q2 Threats Report)

·   Malware cost U.S. consumers $2.3 billion last year. (Source: Consumer Reports)

Your security software should include at a minimum: real-time anti-virus, a two-way firewall, anti-spyware, anti-phishing and safe search capabilities.  Additional levels of protection include anti-spam, parental controls, wireless network protection, and anti-theft protection that encrypts sensitive financial documents. 

4.    Keep in mind that free security software can leave you unprotected.
Free security software typically provides only basic protection, and is often offered to get you to buy more comprehensive products. A September 2010 USA TODAY survey of 16 anti-virus companies shows that no-cost anti-virus programs generally lack important features such as a firewall, website health checks, and automatic updates.

To ensure the best protection against emerging threats, look for security software that provides real-time protection using data continuously updated in the cloud. 

·       Don’t forget to check whether the security software installed on your new PC is only a trial version.  If it is, remember to buy a subscription so that you have continuous protection against newly discovered threats.

5.    Search and shop safely. 
To help you weed through malicious sites, be sure to use a website safety advisor that can tell you which sites are safe and which are risky.  McAfee® SiteAdvisor® software is included in all of the McAfee consumer security suites. 

·     When shopping, look for the McAfee SECURE™ trustmark, which indicates that the site has passed rigorous daily testing for more than 10,000 known vulnerabilities. 

·     Don’t forget to read the online store’s privacy and security policies before shopping.

6. Be aware of “scareware,” or fake antivirus software.
Scareware tricks users into believing that the computer is infected to get them to “buy” fake anti-virus software and hand over their personal and financial details, usually via pop-ups.

·     Scareware has grown by more than 600 percent from 2008 to 2010, and is estimated to victimize one million Internet users a day. (McAfee 2010 Report)

·     In 2011, for the first time ever, fake Mac anti-virus malware has become a tool for cybercriminals. (McAfee Q2 2011 Report)

·     Don’t buy anti-virus software through pop-up ads. Always purchase your security software from a reputable vendor.

7.    Educate your family and pay attention to your children’s online activities. 
Keep your computer in a common area and discuss which information is appropriate to share online and which is not, such as addresses, phone numbers, and other private information. Be aware that if your children are surfing the web, they may not be as prudent when clicking on unknown links and sites, potentially increasing the risk of threats.

·       If you have young kids or tweens, limit their online access and the content they can view. Use a web-filtering tool that protects kids from accessing inappropriate content such as pornography, nudity, online hate groups, school cheating sites, and profanity.

·       Assume your child knows how to turn off parental controls, so always keep a close eye on their activities.

·       For more information on keeping your kids safe, visit McAfee’s Family Internet Safety Center at www.mcafee.com/family and check out the 10-Step Internet Safety Plan For Your Family.

8. If you or your child has a new gaming or entertainment device (Nintendo Wii or 3DS, PlayStation 3, Xbox 360), remember that these devices are now Internet-connected and vulnerable to many of the same threats as PCs.

Make reliable back-up copies of games to protect your investment.  Take advantage of built-in parental controls that can help shield kids from violent games or limit when the device can be used. 

·       Some multiplayer games allow kids to play with strangers over the Internet, so if you are a parent, consider activity-monitoring tools. 

·       Only connect your device to a secure Wi-Fi network.

·       Don’t store personal information on your device.

9. If you have a removable storage device, such as a flash drive or portable hard drive, use technologies that will help protect your information.
Consider using a secure, encrypted USB stick, to encrypt your information so it is unreadable if your device is lost or stolen. 

·       Buy security software to protect your portable hard drive, and set a password.

·       Don’t leave your removable storage device unattended since they are small and easily stolen.

10. If you have a new smartphone or tablet, know that threats aimed at mobile devices are growing.

·       Mobile malware is on the rise, and Android is now the most targeted platform.  According to McAfee, attacks aimed at the Android platform grew 37 percent from the second quarter to the third quarter of 2011. 

Malicious applications are a growing threat area, so be careful of third-party applications and only download from a reputable app store.  Read other users’ reviews and make sure the app’s access permissions make sense.  Make sure you also protect against data loss, by backing up your mobile devices regularly.

To keep personal information, identities, and money protected throughout the New Year, it’s important for consumers to secure their new devices the moment they begin to set them up. The good news is that it’s easier and more cost-effective for families to do so.

Consumers can buy one product to protect all of their devices, and easily manage them from a single dashboard. This should give users the incentive they need to get protection for their new devices from the start—and enjoy worry-free digital lives.

McAfee is the first company to provide protection for all of a consumer’s digital devices—from smartphones and tablets to laptops and PCs — for one price.  McAfee All Access costs $99.99 for individuals and $149.99 for the household version. This represents a substantial cost-savings—as much as $200—when compared to the cost of individual security and data protection for multiple devices. Free lifetime support available 24 hours a day is also included. Check out www.mcafee.com/allaccessto learn more.

Additional Resources:
·       For the complete list of consumer tips for securing new devices, go to http://blogs.mcafee.com/consumer/securing-new-devices
·       Web surfers should visit the McAfee Security Advice Center and Facebook page at www.facebook.com/mcafee for information on the latest threats, and tips on surfing safely.
·       VIDEO: A New World of Threats
·       VIDEO: History of Malware

Have a happy and safe holidays!

Gary

I sat and watched them for some time, fascinated by this new trend among the young. How their fingers flew over the keypads, how they shared messages or photos with their friends and then there were a few chorus of “Forward! Forward!”…leading to yet more typing, or for the smartphone owners, swishing on the screen.

Even at home, I am driven crazy by the message pings of netizen daughter’s phone, or the “you have received a message’ drawl on sonny boy’s new phone. (Let me remind you that I got my kids cell phones after they completed their schooling and had to start travelling alone to college). To do them justice, they patiently bear my exasperated, “How many messages can one receive each day?” with saintly forbearance. But I really need to know what drives them to text and what the likely outcomes of constant texting are.

Health Front
Other than the fact that texting distracts the user, leading to attention gaps, carelessness and erratic sleeping times, excessive texting can lead to various health issues like thumb deformities, drop in concentration and exposure to radiation.

Social Behaviour
The behaviour patterns of the kids are naturally affected. Instead of being gregarious, talkative and energetic, teens are becoming more reclusive, aggressive, and secretive.

Safety and Privacy
One can easily download virus during P2P file sharing, downloading from questionable sites or from phones that have been attacked by virus. If any one of the phones is not protected adequately, the virus has 99% chance of being passed on from one user to another, and even to the home computer or laptop when kids hook up their phones to transfer data.

You can get more information here and here.

What can parents do?
- You should not spend too much time yourselves texting, even though it is office work. Kids consider their dealings with their friends equally, if not more, important
- Fix texting times and ban texting during dinner, study and sleeping hours. Cell phones must be switched off at these times. If kids need to consult friends over study matters, advise them to call using the family phone
- When having a party for kids, consider asking kids NOT to bring along their cell phones. Make it a part of the party theme
- Don’t allow kids to carry their handheld games to outings or parties. Teach them that it is rude and unsocial behaviour
-Lastly, ensure all their internet-enabled gadgets have security software to protect them from online dangers

Teach your child that and excess of anything is called abuse and not use. Use cell phones wisely.

SymbOS/Zitmo.A was a mobile spyware application used to intercept and forward the mTAN SMS messages sent from an infected user’s bank to an attacker.  This was implemented by the Zeus Trojan for gathering information from victims about their mobile phones so that it could send a targeted download link to them.  The attacker could then change what numbers were monitored by the spyware to go after specific banks.  This particular group of crooks was using SymbOS/Zitmo.A in a targeted attack against Spanish banks.  It was suspected that a Blackberry version of the spyware was also being distributed, but no samples have yet been found.

Duplicated functionality: SymbOs/Zitmo.B sends the same activation SMS message as SymbOS/Zitmo.A.

The bank (account) robbers have not stopped at their first mobile spyware attempt.  This time around the thieves went after bank accounts in Poland.  Their latest update adds MSIL/Zitmo.B (for Windows Mobile/.Net Compact Framework) and SymbOS/Zitmo.B.  Both Zitmo.B variants were very likely written by the same author.  They appear to re-implement the command set and functionality of SymbOS/Zitmo.A.   SymbOS/Zitmo.A itself was closely based on a commercial spyware application.

Symbos/Zitmo.B process running on a Symbian phone. The spyware does not show a GUI.

MSIL/Zitmo.B running on device. The spyware does not show a GUI.

There are a number of commercial mobile spyware programs, and malware creators have used them in the past (e.g., SymbOS/MultiDropper.CG, SymbOS/Zitmo.A). The problem malware authors run into with known spyware is that it will be detected by mobile security software.  Avoiding detection and maintaining ownership of the code may be the driving reasons why the authors of Zeus have contracted out their mobile development.

Mobile Malware Benefiting From Virtual Machines?

The people behind Zeus are now targeting at least two, if not three, of the major smartphone platforms.  Writing for one smartphone platform can be challenging, writing for multiple devices can be a bigger headache.  By writing a malicious app for the .Net Common Language Runtime(CLR) and Compact Framework, the Zeus authors might be trying to take advantage of coding for virtual machines (VMs).

There are a number of benefits of using VMs for the malware author:

• maintaining compatibility
  • APIs on the VM will remain the same
• code reuse
  • working parts of the malware (SMS sending, Bluetooth transfers, etc.) don’t need to be rewritten
• affecting more devices/OS
  • malware can run on vastly different phones or devices

The authors of J2ME premium rate SMS sending Trojans certainly understood the advantages of targeting the Java Virtual Machine (JVM) on mobile phones.   At last count we’ve seen over 100 variants in 20+ different families of mobile Java Trojans.  For a time, J2ME was the second largest mobile malware category and we expected malware authors to continue to go after it.  Instead with the rise of Android phone activations malware writers have recently targeted Android’s Dalvik VM with premium rate SMS sending trojans like Android/Fakeplayer.A.

This move towards the Dalvik VM may soon increase as other non-Android devices gain the ability to run its applications.  Myriad Group, a member of the Open Handset Alliance (which develops Android along with Google), is working on a Dalvik compatible VM for smartphones with alternate operating systems.  Their “Alien Dalvik” virtual machine runs unmodified Android apps (non-NDK) on a non-Android phone at the same speed as an Android phone.

Alien Dalvik currently runs on a Nokia N900. Apps run at the same speed as on an Android phone with nearly identical specs. Credit: PRNewsFoto/Myriad Group AG

Given the availability of a common smartphone-based virtual machine (Dalvik on Android/Alien Dalvik on other OS) it would not surprise us if the Zeus authors eventually consolidated their mobile malware onto that single platform.  Instead of just “Angry Birds” one could also get the latest spyware or SMS Trojan.

Criminal hackers and identity thieves want to use your name to open new accounts, which they can turn into cash. They may try to obtain credit cards, utility services, or mobile phones using your good credit. In other cases, these same thieves take over existing bank or credit card accounts and clean them out entirely. An average of more than ten million people a year are affected by identity theft.

Online, advertisers and marketers are using “supercookies” to glean information about you and your web browsing habits. They can then offer you products or services based on the profile they’ve developed. Almost every major website contains cookies, and they are changing the way advertising is created and targeted.

The FTC is working on coming up with a way for you to opt out of this data collection, but if a change ever does take place, it will probably be futile. The advertising industry has already partnered with major media and major tech companies, and it’s unlikely that we’ll be able to turn back the clock.

Social media companies compete for your attention and your information because user data is valuable to advertisers and marketers. Whatever you post in your profile is broken down, cataloged, and disseminated. Your name, age, address, email, phone number, contacts, income status, job description, and so on are of use to anyone targeting your wallet.

But legitimate advertisers aren’t the only ones going after social networks. Criminal hackers and identity thieves are accessing your data, either through the public portion of these sites, or by hacking through the back door. The bad guy is using your profile information to come up with an answer to your password reset question, or to trick you into opening your wallet or entering login credentials that might allow them to take over your existing accounts.

Protect yourself.

You can turn cookies off in your browser settings. That may prevent you from using certain websites, but it is a step toward privacy.

Limit the amount of information you share in social media. While transparency seems to be the current trend, you should recognize the potential for your data to be used against you.

Secure the private data on your smartphone and PC or Mac by using McAfee security products.

Invest in McAfee Identity Protection, which includes proactive identity surveillance to monitor subscribers’ credit and personal information, as well as access to live fraud resolution agents who help subscribers work through the process of resolving identity theft issues. For additional tips, please visit CounterIdentityTheft.com.

Robert Siciliano is a McAfee consultant and identity theft expert. See him explain how a person becomes an identity theft victim on CounterIdentityTheft.com (Disclosures)