Some companies already target what you see on their websites based on the kind of person they think you are.

You may see certain deals and not others. You may see different pricing than what others see.

It’s part of the new world of digital information and what has been scooped up about you.

But how far should that go?

California legislators became concerned about what might be happening to student data as so many districts convert to digital books and use more computer applications. They passed a law this year that student information can be used only to build profiles of K-12 students if it is “in furtherance of K-12 school purposes.”

Oregon has no such law. Oregon Attorney General Ellen Rosenblum appeared before a legislative panel last week and said she believes Oregon may need one.

We can’t endorse the law before we see it, but it’s important that Rosenblum continue to fight to ensure Oregon’s laws keep up with changes in technology.

For instance, Oregon law requires businesses and government agencies to notify customers of data breaches and protect personal information. But it does not provide the same level of protection for medical, insurance or biometric information.

Rosenblum says Oregonians should know how their data are being used and whom they are being sold to. Now they don’t, and it can be almost impossible to find out. Permission to collect data from consumers is buried in nearly impenetrable documents that don’t make it at all clear who the “trusted partners” are that it might be shared with.

New technology should not require surrender of privacy protections.