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ACCA Applied Knowledge · Business and Technology · The impact of advances in technology

An online retailer uses customer browsing and purchase data to suggest products to individual shoppers. Which ethical or legal concern is most directly raised by this use of big data?

The most direct concern is protecting customers' personal data and obtaining proper consent for its use. Profiling individual shoppers relies on personal information, so the retailer must comply with data protection rules, use data fairly and keep it secure, rather than facing issues of depreciation or structure.

  1. AProtection of customers' personal data and obtaining proper consentCorrect
  2. BThe depreciation method used for servers
  3. CThe retailer's choice of organisational structure
  4. DThe need to rotate the audit partner

Explanation

Using personal browsing and purchase data raises privacy, consent and data protection issues. The other options relate to accounting policy, structure and auditing, not to the use of personal data.

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