By and large internet users are coming to accept ever present targeted advertising when using social media and online search tools but should we be so relaxed about how our data is used? Data protection laws are designed to set controls and limits on the collection and use of our personal data and now a group led by Which? executive director, Richard Lloyd, have decided to take Google to task for alleged breaches of the UK's data protection laws.

Such claims are a rarity in the English Courts and we shall have to wait and see whether there are lessons to be learned here for big tech companies and whether similar cases may follow.