Profiling And Automated Decision-Making Compliance Under The GDPR

The availability of vast amounts of personal data on the internet combined with the ability to find correlations and create links between this information, can allow elements of an individual's personality or behaviour, interests and habits to be determined, analysed and predicted.

This exponential surge in data analytics, machine learning and artificial intelligence is facilitating the creation of profiles and automated decision-making. The automated processing of personal data is increasingly applied in banking, healthcare, insurance services, marketing and across other sectors, with a view to achieving business efficiencies and improving customer service.

A major issue arising as a result of this trend is the ability to make automated decisions affecting data subjects which entail a high degree of privacy risk. Such profiling may result in discrimination, for instance denying opportunities or access to employment or credit or perpetuate existing stereotypes and