Location data has become increasingly attractive in the marketing world and among researchers and policy makers. However, what makes it attractive is precisely what increases privacy and other risks. Location data can be incredibly revealing. It is highly challenging to truly anonymize, even in aggregated form. And using location intelligence to make decisions or target messaging can have unintended or even nefarious consequences. Moreover, the continuous nature of processing raises the spectre of ongoing surveillance that does not sit well with citizens in democratic societies. As a result, location data has faced increased legislative, regulatory, industry and public scrutiny. It is increasingly being treated as “sensitive” data.