Just over half of Canadians (52%) told pollsters they have resisted a retailer's request for personal information, such as their telephone number or postal code, the report showed, and 45% have refused to provide the information altogether. Another 13% deliberately provided incorrect details.

The privacy survey was conducted by Ipsos Reid via telephone with 1001 Canadian adults.

Privacy Commissioner Jennifer Stoddart says Canadians are right to be careful with their personal data. "Our personal information is increasingly invaluable in the marketplace, and I am very pleased to hear that consumers are taking charge and questioning requests for their information," said Stoddart.

"I recognize that businesses have a need to better know and understand their customers, but if they can't give you a good reason for why they need your personal information, simply don't give it out."

Stoddart said the Personal Information Protection and Electronic Documents Act (PIPEDA) governs the collection and use of personal information. Under PIPEDA, she explained, businesses have an obligation to identify the reasons they collect personal information, to limit the amount and type of information gathered to what is necessary, and to use the appropriate safeguards and security measures to protect the personal information in their care.

By Geoff Matthews, This email address is being protected from spam bots, you need Javascript enabled to view it , edited by Sarah Sussman, This email address is being protected from spam bots, you need Javascript enabled to view it

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