Protecting the data of individuals and preserving their privacy is not only essential for the acceptance and long-term viability of learning analytics but is a legal requirement in most jurisdictions. Despite claims from leading figures in the IT world such as Mark Zuckerberg that privacy is no longer a ‘social norm’, 1 there appears to be a growing consciousness of the importance of protecting personal information. Edward Snowden’s revelations about the surveillance carried out by the US National Security Agency and its UK counterpart, GCHQ, 2 created a public outcry, with ongoing repercussions for government agencies throughout the world collecting personal data.