Joe Bold was a happily married man with two beautiful children.Joe and his wife shopped at Loblaws.[1]His friend showed him the following video about the new PC Plus Rewards Card at https://www.youtube.com/watch?v=W1EWna1QZrQ (Presidents Choice. (2013, May 12). Shop smart today. [Video File]).As a result, Joe went to the PC Plus site to read further about the terms and conditions of the program at https://www.pcplus.ca/loyaltyTerms.jsp. Joe was in a hurry, but he glanced at the section entitled "8. Privacy."After quickly reading through it, he was asked to provide his name, age, e-mail address and postal code in order to sign up for the card, which he provided.Joe's PC Plus card came in the mail a few weeks later and now whenever he buys groceries at the self-checkout machine he scans his PC Plus card.

One night while on his Apple tablet at home, his wife noticed an advertisement on it for the Lavalife dating service.The advertisement was telling Joe about single women in his city available for dating in his age range.Joe's wife started grilling him about why he was receiving advertisements on his tablet for a dating service with women around his age.Joe had no idea and told his wife so, but she was not pleased and was suspicious.

Joe also noticed that when he used his tablet he was receiving more and more advertisements appearing for his favourite kinds of foods, especially potato chips and pretzels, which he often purchased in large quantities when he had the "boys" over for a Saturday night hockey game on T.V.

After reviewing section 8 of the PC Card Internet site noted above, please answer the following questions about the site and Canada's Personal Information Protection and Electronic Documents Act.

Questions:

1.Has PC Plus collected any personal information from Joe?If so, what?

2.Have all the purposes for which PC Plus collected this information from Joe been disclosed to him in section 8?If not, explain your answer.

3.What, if any, PIPEDA principles does it appear PC Plus may have failed to comply with and why?

[1] Note that the following fact scenario is purely fictional and is not based on any event involving Loblaws.The idea for this scenario came from reading various articles on concerns with loyalty point cards and in particular Bransdon, D. (2013, May 9).Loblaws' new "PC Plus" loyalty program is really a game in disguise: "Gamification" comes with risk.Canadian Business.Retrieved from http://www.canadianbusiness.com/blogs-and-comment/loblaw-pc-plus-gamification/.