A company runs ads based on customer data. Sales rise but customers question the use of personal information. This is a question of which balance?

Correct answer: Personalisation and privacy

The direct answer is option B: personalisation and privacy. Personalisation means using information about a customer to show more relevant advertisements or offers. Privacy means a person’s right to control how personal information is collected, stored, analysed, and used. In this case, customer data makes advertising more targeted, and sales rise, but customers question whether their information is being used properly. The business must balance the benefit of useful personalisation with consent, transparency, data security, and respect for privacy. Option A, social custom and festival, is unrelated because the problem is about customer information and digital advertising, not cultural events. Option B is correct because it names exactly the two competing concerns: better targeting and protection of personal information. Option C, agriculture and weather, has no connection with the data-based advertising situation. Option D, politics and election, is also unrelated; the example concerns a company’s marketing practice, not political activity. A responsible company should explain what data it collects, obtain appropriate permission, use only necessary information, protect it, and allow lawful choices where applicable. The exam cue is: whenever customer data improves targeting but raises concern about misuse, think personalisation versus privacy and add the ethical issue of consent.