The term ‘personal data’ as per GDPR is any information relating to an identified or identifiable individual. Personal data can be identified through the exposure of special category data, such as ethnicity, political opinion, religious views, health trade union membership, and biometric data.
To protect the rights of an individual when processing personal data, businesses can rely upon the 7 key principles found under Article 5 of the GDPR.
The 7 key principles
1. Lawfulness, fairness, and transparency: Maintaining the safety and basic human rights of an individual by allowing a sense of trust when data is used.
2. Purpose limitation: Data should be collected for specified, explicit, and legitimate purposes, and its purpose and use should be listed. Processing data for public interest, scientific/historical research purposes, or statistical means may be permitted.
3. Data minimisation: It is important to keep data processing relevant and limited to what is necessary.
4. Accuracy: Data should be accurate and kept up to date. Inaccurate data should be rectified or erased.
5. Storage limitation: In this case, Article 32 of the GDPR is a great help. By relying on the technical and organisational measures of the company, policies and procedures can be implemented to make sure that data is safely stored and later deleted.
6. Integrity and confidentiality (security): Data should be processed in a manner that ensures appropriate security, including protection against unauthorised or unlawful processing and accidental loss, destruction, or damage.
7. Accountability: A form of accountability must be held by the data controller, allowing a sense of security for any individual wanting to contact the controller.
Why are the 7 principles important?
Understanding these key principles becomes important to advertisers when processing or handling any form of personal data. The regulation of data and a solid understanding of these principles can promote a more positive relationship between users and brands, as opposed to a one-sided union. Advertisers and users value transparency, and GDPR can help to build a sense of trust.