One of the biggest insurance companies in Britain is to use social media to analyse the personalities of car owners and set the price of their insurance.
The unprecedented move highlights the start of a new era for how companies use online personal data and will start a debate about privacy.
Admiral Insurance will analyse the Facebook accounts of first-time car owners to look for personality traits that are linked to safe driving. For example, individuals who are identified as conscientious and well-organised will score well.