Recently, the fintech firm Lemonade was hit by a lawsuit in New York State that alleged that the company was using certain biometric information from consumers - without permission or consent and even after saying that they were doing no such thing. With the rise of artificial intelligence and deep machine learning, legislation to protect consumers and provide a level of consistent transparency as to how, what and when information taken from or provided by consumers is used, sold, kept and otherwise manipulated is seriously lacking. We take a look at the issue and discuss.