  At least two distinct kinds of privacy concerns arise in the context of search engines. One set of privacy issues emerges because search engine companies can collect personal information about search engine users; in this scheme, the users are, in effect, “data subjects” for the search engine companies and their advertisers. However, search engine users themselves—whether acting on their own behalf or on behalf of organizations that hire them—can use the technology to conduct online searches about people. In this case, the targeted people (some of whom may never have used or possibly have never even heard of a search engine) are the subjects of search engine users. In both cases, privacy concerns arise in connection with questions about fairness for the data subjects involved. Consider that many of those who become the subjects of the search queries have not explicitly consented either to having certain kinds of personal information about them collected or having personal information about them (that has been collected in some other context) also being made available on the Web, or both.