Geotagging

Geotagging is the process of adding geographic coordinates to media based on the location of a mobile device. Geotags can be applied to photos, videos, websites, text messages, and QR codes, or other contextual information. Geotagging provides helpful insight into consumer activity. By using geotags the device can analyze where and how consumers interact with their brands and organizations can provide specialized offers and messaging.

With growing concerns over privacy and data security, a rising trend of anti-geotagging is observed on social media platforms. Many have stopped geotagging their pictures and posts, largely due to privacy concerns, but also because of the changing cultural significance of location -sharing in public.

When you geotag a photo or post, you're essentially sharing your location with anyone who can see it. If someone knows where you are, they can easily track you down. This is a serious problem particularly for women and other vulnerable groups. Geotagging can indeed have privacy implications, depending on how it is used and the context in which it is applied.

If someone knows where you are, they can use that information to steal your identity. This could involve opening credit cards in your name, applying for loans, or even taking over your online accounts. It's still important to be aware of the risks, and to take steps to protect your privacy.

Geotagging involves attaching geographical information, such as GPS coordinates to various types of media or data, such as photos, social media posts, or online check-ins. While geotagging can enhance the user experience by adding location context, it can also present privacy risks in certain situations.

This can be a problem for a number of reasons, including:

# Social media oversharing: When posting geotagged content on social media platforms, you might inadvertently disclose your home address, workplace, or frequently visited locations, making you more susceptible to stalking or burglary.

# Metadata exposure: Geotagging metadata, such as GPS coordinates, can be embedded in photos or shared files. If you upload or send such content without removing the geotags, it could reveal sensitive information about where and when the content was created.

# Online profiling: Geotagged data can be used by advertisers, data brokers, or other entities to build detailed profiles about individuals, including their preferences, habits, and interests. This information may be utilized for targeted advertising or even more invasive purposes.

However, it's important to note that geotagging itself is not inherently a privacy threat. In many cases, individuals willingly share their location information for various legitimate reasons, such as meeting up with friends, navigating using mapping apps, or documenting travel experiences.

The privacy risks associated with geotagging can be mitigated by understanding and controlling the information you share, adjusting privacy settings on social media platforms, being cautious about the apps and services you use, and being mindful of who can access your location data.

Dr. Deepak Kumar Sahu, President & CEO, VARINDIA