That said, the Sensitive Personal Data Rules 2011 (Rules) prescribe rules for dealing in personal data, and require that: (i) the user’s consent is obtained prior to collection, store, use and transfer of the data; (ii) comprehensive security practices to ensure adequate control measures; (iii) the data is transferred only to those entities that can provide the same level of data security as mandated by the Rules; and (iv) the entity collecting the data makes a privacy policy available to its users, which clearly specifies the purpose of collection, methods in which the data will be used, the possibility of disclosure of the data to a third party, and the reasonable security practices being followed. Failure on part of an entity to adhere by these rules, which results in loss to the data subject, invokes obligations to compensate.