This is an example of Privacy by Design (PbD), which is an approach to systems engineering that integrates privacy into the design and development of products, services, and processes from the outset7 PbD aims to ensure that privacy is embedded into the core functionality of any system or service, rather than being added as an afterthought or a trade-off. PbD is based on seven foundational principles: proactive not reactive; preventive not remedial; privacy as the default setting; privacy embedded into design; full functionality – positive-sum, not zero-sum; end-to-end security – full lifecycle protection; visibility and transparency – keep it open; and respect for user privacy – keep it user-centric8