YoY is a consumer-facing application that allows users to create a set of personalized terms and conditions. These terms and conditions underpin YoY personal identity management services. YoY aims to empower users to take back control of their data and personal information. The T&Cs they create reflect their views and values on matters such as privacy, data collection, conduct and compliance. The T&Cs they create help them to shape their virtual identity and shape how companies interact with them online.