In today’s blog we take a deeper look into profiling and the GDPR.
Given the highly automated technological world that we live in, we’re pretty certain that by now you’ve heard the term profiling once, twice, thrice—who knows, maybe even hundreds of times. But what is it really? How is it used by organizations? Could it affect individuals’ rights? What measures are in place by the GDPR to limit and regulate any possible unethical or discriminatory effects of profiling?
According to the ICO profiling is a means of analysing aspects of an individual’s personality, behaviour, interests and habits to make predictions or decisions about them. This can be achieved through the use of algorithms to find correlations between separate datasets.
The ICO notes that organizations generally use profiling to:
Expounding further, the following are offered by the ICO as examples of profiling:
In our latest YouTube Vlog “ I use AI: Do I need to worry about GDPR? FAQs Part 2 “ we delve further into profiling. We present real life scenarios and offer answers to some of the most frequently asked questions about profiling & the GDPR. Click here to take a look.
Plus, if you believe you have been unfairly profiled, the GDPR might provide a remedy for you. According to Dr Bostjan Makarovic, Aphaia’s Managing Partner, “individuals have the right to object to profiling. If the data controller believes their profiling operation is subject to an exception or ignores their request, theindividual may launch a complaint to the supervisory authority, plus may be entitled to compensation.”