Which practice is essential when using an athlete's data in media contexts?

• A. Data can be used freely without consent
• B. Consent required and image rights protected, with secure storage
• C. Data may be shared with partners without consent
• D. De-identify only after a data breach occurs

Answer: (B)

Respecting athlete privacy and rights when using data in media hinges on obtaining informed consent, protecting the athlete’s image and likeness, and securing the data. The best practice requires clear consent and robust protection of image rights, plus secure storage to prevent unauthorized access or leaks. Sharing data with partners should only happen with explicit consent and appropriate data-sharing agreements. De-identifying data after a breach is reactive and leaves ongoing privacy risks unaddressed. Together, consent, image-rights protection, and secure storage embody ethical and responsible data handling in media contexts.