An article from: Kathryn Wynn, Pinsent Masons, February 25th 2015
“From retail to publishing, public services to health, we are leaving digital fingerprints and trails of activity wherever we interact with organisations. Those organisations are keen to use this information to provide us with a better service, or to offer us a service that is more profitable for them.
They do this by creating a detailed picture of users, and this is called ‘profiling’. It can benefit consumers, as it allows businesses to deliver personalised products and services, from an individualised shopping experience to cheaper car insurance. Or it can harm their interests by, for example, allowing an underwriting decision for home contents insurance to factor in additional factors such as an individual’s credit rating.” – Kathryn Wynn, Pinsent Masons, February 25th 2015
What is personal data?
One of the major changes to current data protection laws is this idea of personal data. In times gone by personal data was a term mainly used in B2C marketing, but as of May 2016, personal has taken on a whole new meaning.
Simply put, if you can identify a person from the information you hold such as a unique extension, mobile, name or non-generic business email address (eg firstname.lastname@example.org vs email@example.com) then it doesn’t matter if its B2C or B2B anymore: that data is personal data.
One thing many not be aware of is that tracking links in emails, cookies and IP recognition most companies use to track actions and engagements also fall under the umbrella of GDPR.
Kathryn provides a great legal perspective on this issue and pinpoints precisely where companies stand with the profiling technologies they currently use. Well worth a read for any company unsure of where they stand.