Identity Access Management and Data Masking
In the recent trends, more and more people started asking for the privacy driven by the user access level. More and more ask for the opt in features in the software and devices, so that the company could or not could gather their information and even if the company gathered information - could or could not expose it to the other companies and private parties.
The vendors responded to the challenge. They came up with two ways - dynamic data masking and privacy in-design
Here are the links on how Microsoft solves this problem in SQL server 2016 and in Azure SQL Server:
In reporting, however, the SQL server way with all the XXXs is not necessarily sufficient.
in that case, one can use API components of Hush-Hush.