You’re lost in a complicated thought-process and the phone rings. Absently you answer it. It’s some guy whose name you didn’t catch, asking deeply personal questions like whether there’s enough money in your bank account to cover your credit card if you die. As you politely extricate yourself from the call, you see that another wayward email has nipped through your security net – this one is trying to sell you a discounted holiday to some secluded island. As you finally kill the call and junk the mail an SMS pings for your attention – you’ve been pre-approved for a loan! You seriously contemplate using that loan for that island holiday, if for no other reason than to escape this seemingly incurable marketing epidemic. But here’s the thing: consumers are finally receiving protection against these ploys.