Abstract: A computing apparatus includes: a portal configured to provide a user interface to a user to specify a privacy policy of the user and to receive consumer data of the user; a data warehouse coupled with the portal to store the privacy policy in connection with account information identifying a payment account of the user; a payment processor of a payment processing network configured to process payment transactions made using payment accounts and store in the data warehouse transaction data recording the payment transactions processed by the payment processor; and a rule engine coupled with the payment processor and the data warehouse to determine, in response to a payment transaction made using the account information for a payment to a merchant on behalf of the user, whether or not to transmit the consumer data of the user to the merchant in accordance with the privacy policy of the user.