Required Changes around Profiling & Consent for GDPR Compliance
Some of the most closely followed areas of the GDPR negotiations concerned profiling and consent. Profiling, as defined in Articles 4 & 22, is one of the new provisions in the Regulation which could have a significant impact on businesses seeking to use targeted marketing and other analytics for business growth. Consent remains a legal basis for processing but it’s been restricted under the GDPR and must be “freely given, specific, informed and unambiguous.” There is lots of discussion and privacy scare stories around these two areas alone.
