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The GDPR provides some rules over the requirements for consent when obtaining information from data subjects. However, only some instances of profiling require consent.
Profiling that doesn’t legally or significantly affect a data subject does not require consent. This could be using customer information to figure out what kind of discounts or loyalty offers would be most suitable for an individual by looking at their purchasing habits.
Profiling that does result in an automated decision that legally affects of significantly affects a data subject will generally need consent. An example of this is automated hiring decisions based on an algorithmic review of a candidate’s CV.
In the past, we have seen companies, including charities, being fined for not following current profiling rules. This is an aspect that can affect companies in all fields, so it is important to understand what the GDPR requires.