Abstract: A method, apparatus, and article of manufacture for managing data privacy in a database management system is disclosed. The apparatus comprises a database management system, for storing and retrieving data from a plurality of database tables wherein the data in the database tables is controllably accessible according to privacy parameters stored in the database table, a database management system interface operatively coupled to the database management system and controlling access to the data within the database tables according to the privacy parameters, and an audit module, communicatively coupled to the database management system interface, for validating enforcement of the data privacy parameters in the database management system.

Abstract: A method, apparatus, article of manufacture, and a memory structure for storing and retrieving data in a database implementing privacy control is disclosed. The apparatus comprises a data storage device, storing a database table comprising a plurality of data columns an at least one data control column for storing data control information reflecting consumer privacy parameters, wherein the database table comprises an identity segment for storing identity information and a personal information segment for storing personal information, and a processor, operatively coupled to the data storage device, the processor implementing a dataview suite for presenting data retrieved from the database table in accordance with the data control information.