Everyone is talking about Web 2.0 – interaction with your website visitors, but what about Identity Theft 2.0??? Is your identity better protected now than in the 20th Century? Is it more at risk? This is a trick question because it doesn’t take into account a huge change in our lives: that certain little technology advancement called the Internet.

The truth is that we are being more closely monitored and tracked than ever before. Every grocery store transaction done with a club card creates a profile of you. Every debit or credit card purchase tracks your footsteps and buying habits. If all of the information gathered about any individual were ever collated into a single profile, it would be quite easy for someone to assume that identity by copying the lifestyle patterns of another.

But what the modern identity thief is interested in is not specifically becoming someone else; but to hijack their assets. Identity theft, over the past six years that Privacy Solutions has been in business, has morphed. Public awareness has increased, laws have been enacted and businesses have put more security measures into place to protect our personally identifiable information.

Even with all of that said more than 158 million data records of U.S. residents have been exposed as a result of security breaches since January 2005, according to the Privacy Rights Clearing House. More than 6 billion phishing emails are sent out monthly attempting to lure consumers into handing over account numbers and passwords via fraudulent offers. Hackers are exploiting Internet auctions, non-regulated money transmittal systems and the ability to impersonate lottery and sweepstakes contests. Some vendors still have not changed their receipt process to print only the last four digits of your card number on the sales receipt.

Here are some tips to stay on top of your identity protection:

• Monitor bank statements and credit card bills for any signs of fraud. Checking online weekly is preferable to only viewing your statement once a month.

• Get a credit report at least once a year.

• Use different passwords for your accounts so if one password is compromised, not all of your accounts can be hacked.

• Use up-to-date firewalls and antivirus/anti-spyware software on all computers.

• Be wary of performing transactions or spending time on unknown Web sites or giving personal identification to anyone who calls you, unless you know who they are.

• Be alert for changes in the look or wording of emails from banks or other institutions, which might signal a phishing attack. Here is a link to an educational phishing quiz that will test your knowledge and hone your awareness: www.sonicwall.com/phishing.

• Check your printed receipts to make sure only the last four or 5 digits of your card number show. If more digits appear, cross them out.

• Put “Not Applicable” on forms that ask for you Social Security Number. Let them ask you for it and tell you why they need it. Then, you be the judge.

As always, be aware and alert. In a matter as important as protecting your identity, the best defense is a proactive offense of constant vigilance in monitoring and cloaking your personally identifiable information from unscrupulous thieves.

Be sure to contact your Privacy Gurus® with any questions about this topic and any other privacy and information security topic.

Darity Wesley is CEO and Legal Counsel for Privacy Solutions, Inc. a San Diego based consulting firm. Her team of Privacy Gurus® work with you to create policies and procedures to establish the expectation of privacy for your members, clients, customers, prospects, affiliates, associates, employees and vendors. You can reach her at (619)670-9462 or Darity@privacygurus.com