ABSTRACT
Many companies are not satisfied with collecting only the personal information that customers provide during a transaction or sign-up, or even the additional personal information they collect about the customer’s activities on the company’s own website or app. Instead, there is a common practice of companies adding to the profiles they compile on each of their customers by collecting extra information about the customer from third parties, including other unrelated retailers, loyalty programs, data analysts and data brokers. The industry euphemism for this practice is ‘data enrichment’. Extra information collected by companies ranges from the customer’s age and income to health, family situation and purchases from other companies online and offline.
The further personal information is not necessary for the transaction or provision of the service in question, and its collection is not visible to the consumer …
Kemp, Katharine, Australia’s Forgotten Privacy Principle: Why Common ‘Enrichment’ of Customer Data for Profiling and Targeting is Unlawful (September 20, 2022).
Leave a Reply