Verizon has agreed to pay a record-high $7.4 million fine to the US Treasury for violating its customers’ privacy rights, especially for “failing to notify 2 million new residential and business customers of their privacy rights to deny Verizon permission to access or use their personal information for certain marketing purposes”, according to FCC. Although nothing severe in comparison to the $31.5 billion quarterly revenue the telecomm giant just made, the verdict nonetheless serves as a cautionary tale for brands to get informed consent from their customers.