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ACCA Strategic Professional · Strategic Business Leader · IT systems security and control

Zenith Retail collects customers' email addresses to send order confirmations. The marketing director now proposes using the same data to profile customers for targeted advertising from a third party, without telling customers. Which data protection principle is most clearly breached?

Purpose limitation and transparency is breached, because data collected for order confirmations is being reused for undisclosed advertising profiling. Personal data should only be used for the purposes people were told about, or a compatible one, with a lawful basis for any new use.

  1. APurpose limitation and transparencyCorrect
  2. BData accuracy
  3. CStorage limitation
  4. DIntegrity and confidentiality

Explanation

Data collected for one stated purpose should not be reused for an incompatible purpose without informing individuals or obtaining a lawful basis. Reusing order-confirmation data for undisclosed profiling breaches purpose limitation and transparency. Accuracy, storage and security are not the issue described.

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