We should know all our data and profiles

Individuals need to have full insight into their profiles. This includes full access to derived, inferred and predicted data about them.

What we would like to see


We would also like to see a world in which there are no secret profiles of people, that people don’t have to fear that their profiles lead to decisions that limit their rights, freedoms and opportunities. 

Individuals should have full access to their data profile. Subject access requests will disclose personal data including the categories and profiles, including derived and inferred data.

Individuals will be able to know when their experiences are being shaped by their data profile, e.g. from targeted advertising to news to access to services, and be able to object and shape their profiles.

Protections should be generated around group profiling, which is often outside the realm of data protection safeguards on profiling.

What this will mean

Data protection frameworks around the world need to address the risks arising from profiling and automated decision-making, notably, but not limited to, privacy.

Essential reform actions

Frameworks that have already incorporated profiling and automated decision-making need to make sure that the provisions cover all human rights critical instances of automated decision-making and account for the fact that different degrees of automation and human involvement can lead to similarly harmful outcomes.

Loopholes and exemptions in data protection law around profiling must be closed. Not all data protection laws recognise the use of automated processing to derive, infer, predict or evaluate aspects about an individual. Data protection principles need to apply equally to data, insights, and intelligence that is produced.