It's already been used to decline credit to people based on the likes of their shopping preferences. Not necessarily how much they spent and how much they paid

It's already been used to decline credit to people based on the likes of their shopping preferences. Not necessarily how much they spent and how much they paid off of that, but where they shopped. Whether or not it was justified, I can't tell you. And I am fully aware that tracking history is a vital part of fraud monitoring and determining creditworthiness. But the possibility of abuse beyond the horror of targeted ads is still there, and people can imagine them and they don't like it. I don't like it. I have nothing to hide, but that doesn't mean I should condone the excessive information collecting and profiling either. See http://www.govtrack.us/congress/billtext.xpd?bill=h111-627&version=enr&nid=t0%3Aenr%3A431 http://www.govtrack.us/congress/billtext.xpd?bill=h111-627&#... and http://www.federalreserve.gov/BoardDocs/RptCongress/creditcard/2009/consumercreditreductions.pdf http://www.federalreserve.gov/BoardDocs/RptCongress/creditca... tl;dr off the top of my head: Congress/POTUS passed a law last year that included commissioning a report on whether or not creditors were actively profiling, and how far it went. The FRB eventually found that most of the creditors in the US applied this kind of profiling to the majority of CC holders, but only a tiny fraction of a percentage were directly affected by it. It was also pointed out that the use of this information to track things like fraudulent transactions probably outweighed many negatives of tracking this information for other uses as well, so limiting the profiling would probably be a Bad Thing. But they didn't have enough information to determine if this was overall a negative enough to justify restricting it. And that's kinda...scary. They may not do it now, but what's to stop them from doing it in the future without you fully aware of what's going on?