Even in the midst of a pandemic, most U.S. consumers would not look favorably upon the use of their digital data for public health purposes, according to a new JAMA Network Open study by LDI Fellows David Grande, Nandita Mitra, Raina Merchant, David Asch, and Carolyn Cannuscio. These findings reveal some of the challenges in using social media and smartphone strategies, such as the contact tracing apps launched by Google and Apple, to curb the spread of COVID-19.