1. A method comprising: determining context information associated with a user of a privacy service, the context information including at least one of date, time, and location, and being linked with one or more features associated with two or more media items associated with the user of the privacy service; matching with one or more processors, at least in part, the determined context information against metadata associated with the two or more media items to obtain a prioritized set of the two or more media items; searching the prioritized set of the two or more media items to identify the one or more features associated with the user of the privacy service; determining with the one or more processors whether the identified one or more features are registered with the privacy service; and based on a result of the step of determining, applying with the one or more processors one or more privacy rules on each media item of the prioritized set of the two or more media items in which the one or more features is identified.