Nearly all legitimate e-mail messages from companies to their customers contain an item of information that is not readily available to phishers. It is up to the customer to use his or her discretion to separate genuine emails from phishing emails and prevent phishing attacks.[17] The Anti-Phishing Working Group, an industry and law enforcement association, has suggested that conventional phishing techniques could become obsolete in the future as people are increasingly aware of the social engineering techniques used by phishers. They predict that pharming and other uses of malware will become more common tools for stealing information.