Ray Walsh, a digital privacy expert at ProPrivacy, agreed Google was in a "strong position" to use data for many purposes besides advertising, as it makes in-roads into the fitness and healthcare markets.
"Keeping Fitbit data separate from other personal information does not mean that the data won't potentially be used to gain insights about users and create revenue streams, meaning this data retention could still cause concern for Fitbit users. Professor Gregory Crawford, an economics expert at the University of Zurich, warned the scale of health data being combined with non-health data, such as information about users' age or location, was "unprecedented".
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