Using Consumer Purchase Data for Contact Tracing: Balancing Public Health and Privacy

Abstract Introduction During the Rugby World Cup 2023, a botulism outbreak linked to canned sardines in Bordeaux highlighted the role of consumer purchase data (CPD) in contact tracing. This study examines CPD's use in identifying contacts for rapid public health interventions. Methods CPD was utilised to screen meal orders and identify customers who purchased canned pesto via Sumup terminals. We adopted the practice used by the French authorities, using CPD information to identify 44 Irish transactions. Results Despite identifying exposed individuals, data linkage issues delayed medical response for Irish consumers. Privacy concerns were addressed, balancing public health benefits. Conclusions The botulism outbreak case underscores the importance of cooperation with new partners and the potential for CPD in enhancing public health responses. Future research should focus on improving data accuracy, privacy protection, and developing international standards for CPD use in public health. Key messages • During the Rugby World Cup 2023, CPD helped identify contacts in a botulism outbreak linked to canned sardines in Bordeaux. • Data linkage issues delayed medical response for Irish consumers, highlighting the need for improved CPD accuracy, privacy protection, and international standards.