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SCENARIO Please use the following to answer the next question: ProStorage is a multinational cloud storage provider headquartered in the Netherlands. Its CEO. Ruth Brown, has developed a two-pronged strategy for growth: 1) expand ProStorage s global customer base and 2) increase ProStorage's sales force by efficiently onboarding effective teams. Enacting this strategy has recently been complicated by Ruth's health condition, which has limited her working hours, as well as her ability to travel to meet potential customers. ProStorage's Human Resources department and Ruth's Chief of Staff now work together to manage her schedule and ensure that she is able to make all her medical appointments The latter has become especially crucial after Ruth's last trip to India, where she suffered a medical emergency and was hospitalized m New Delhi Unable to reach Ruths family, the hospital reached out to ProStorage and was able to connect with her Chief of Staff, who in coordination with Mary, the head of HR. provided information to the doctors based on accommodate on requests Ruth made when she started a: ProStorage In support of Ruth's strategic goals of hiring more sales representatives, the Human Resources team is focused on improving its processes to ensure that new employees are sourced, interviewed, hired, and onboarded efficiently. To help with this, Mary identified two vendors, HRYourWay, a German based company, and InstaHR, an Australian based company. She decided to have both vendors go through ProStorage's vendor risk review process so she can work with Ruth to make the final decision. As part of the review process, Jackie, who is responsible for maintaining ProStorage's privacy program (including maintaining controller BCRs and conducting vendor risk assessments), reviewed both vendors but completed a transfer impact assessment only for InstaHR. After her review of both boasted a more established privacy program and provided third-party attestations, whereas HRYourWay was a small vendor with minimal data protection operations. Thus, she recommended InstaHR. ProStorage's marketing team also worked to meet the strategic goals of the company by focusing on industries where it needed to grow its market share. To help with this, the team selected as a partner UpFinance, a US based company with deep connections to financial industry customers. During ProStorage's diligence process, Jackie from the privacy team noted in the transfer impact assessment that UpFinance implements several data protection measures including end-to-end encryption, with encryption keys held by the customer. Notably, UpFinance has not received any government requests in its 7 years of business. Still, Jackie recommended that the contract require UpFinance to notify ProStorage if it receives a government request for personal data UpFinance processes on its behalf prior to disclosing such data. What transfer mechanism did ProStorage most likely rely on to transfer Ruth's medical information to the hospital?








SCENARIO Please use the following to answer the next question: Brady is a computer programmer based in New Zealand who has been running his own business for two years. Brady's business provides a low-cost suite of services to customers throughout the European Economic Area (EEA). The services are targeted towards new and aspiring small business owners. Brady's company, called Brady Box, provides web page design services, a Social Networking Service (SNS) and consulting services that help people manage their own online stores. Unfortunately, Brady has been receiving some complaints. A customer named Anna recently uploaded her plans for a new product onto Brady Box's chat area, which is open to public viewing. Although she realized her mistake two weeks later and removed the document, Anna is holding Brady Box responsible for not noticing the error through regular monitoring of the website. Brady believes he should not be held liable. Another customer, Felipe, was alarmed to discover that his personal information was transferred to a third- party contractor called Hermes Designs and worries that sensitive information regarding his business plans may be misused. Brady does not believe he violated European privacy rules. He provides a privacy notice to all of his customers explicitly stating that personal data may be transferred to specific third parties in fulfillment of a requested service. Felipe says he read the privacy notice but that it was long and complicated Brady continues to insist that Felipe has no need to be concerned, as he can personally vouch for the integrity of Hermes Designs. In fact, Hermes Designs has taken the initiative to create sample customized banner advertisements for customers like Felipe. Brady is happy to provide a link to the example banner ads, now posted on the Hermes Designs webpage. Hermes Designs plans on following up with direct marketing to these customers. Brady was surprised when another customer, Serge, expressed his dismay that a quotation by him is being used within a graphic collage on Brady Box's home webpage. The quotation is attributed to Serge by first and last name. Brady, however, was not worried about any sort of litigation. He wrote back to Serge to let him know that he found the quotation within Brady Box's Social Networking Service (SNS), as Serge himself had posted the quotation. In his response, Brady did offer to remove the quotation as a courtesy. Despite some customer complaints, Brady's business is flourishing. He even supplements his income through online behavioral advertising (OBA) via a third-party ad network with whom he has set clearly defined roles. Brady is pleased that, although some customers are not explicitly aware of the OBA, the advertisements contain useful products and services. Under the General Data Protection Regulation (GDPR), what is the most likely reason Serge may have grounds to object to the use of his quotation?

SCENARIO

Please use the following to answer the next question:

BHealthy, a company based in Italy, is ready to launch a new line of natural products, with a focus on sunscreen. The last step prior to product launch is for BHealthy to conduct research to decide how extensively to market its new line of sunscreens across Europe. To do so, BHealthy teamed up with Natural Insight, a company specializing in determining pricing for natural products. BHealthy decided to share its existing customer information -- name, location, and prior purchase history -- with Natural Insight. Natural Insight intends to use this information to train its algorithm to help determine the price point at which BHealthy can sell its new sunscreens.

Prior to sharing its customer list, BHealthy conducted a review of Natural Insight's security practices and concluded that the company has sufficient security measures to protect the contact information. Additionally, BHealthy's data processing contractual terms with Natural Insight require continued implementation of technical and organization measures. Also indicated in the contract are restrictions on use of the data provided by BHealthy for any purpose beyond provision of the services, which include use of the data for continued improvement of Natural Insight's machine learning algorithms.

What is the nature of BHealthy and Natural Insight's relationship?

A.

Natural Insight is BHealthy's processor because the companies entered into data processing terms.

A.

Natural Insight is BHealthy's processor because the companies entered into data processing terms.

Answers
B.

Natural Insight is BHealthy's processor because BHealthy is sharing its customer information with Natural Insight.

B.

Natural Insight is BHealthy's processor because BHealthy is sharing its customer information with Natural Insight.

Answers
C.

Natural Insight is the controller because it determines the security measures to implement to protect data it processes; BHealthy is a co-controller because it engaged Natural Insight to determine pricing for the new sunscreens.

C.

Natural Insight is the controller because it determines the security measures to implement to protect data it processes; BHealthy is a co-controller because it engaged Natural Insight to determine pricing for the new sunscreens.

Answers
D.

Natural Insight is a controller because it is separately determine the purpose of processing when it uses BHealthy's customer information to improve its machine learning algorithms.

D.

Natural Insight is a controller because it is separately determine the purpose of processing when it uses BHealthy's customer information to improve its machine learning algorithms.

Answers
Suggested answer: D

Explanation:

According to the GDPR, a controller is the natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data1.A processor is a natural or legal person, public authority, agency or other body which processes personal data on behalf of the controller1.The controller and the processor must enter into a contract or other legal act that sets out the subject-matter and duration of the processing, the nature and purpose of the processing, the type of personal data and categories of data subjects and the obligations and rights of the controller2.

In this scenario, BHealthy is the controller for the personal data of its customers, as it determines the purposes and means of the processing, such as conducting research to decide how to market its new line of sunscreens across Europe. Natural Insight is the processor for the personal data that BHealthy shares with it, as it processes the data on behalf of BHealthy for the purpose of determining the price point for the new sunscreens. However, Natural Insight is also a controller for the same personal data when it uses it for its own purpose of improving its machine learning algorithms, which is not part of the contract or legal act with BHealthy.Therefore, Natural Insight is a controller and a processor for the same personal data, depending on the purpose of the processing3.

Art. 4 GDPR -- Definitions

Art. 28 GDPR -- Processor

Guidelines 07/2020 on the concepts of controller and processor in the GDPR

I hope this helps you understand the GDPR and the controller-processor relationship better. If you have any other questions, please feel free to ask me.

SCENARIO

Please use the following to answer the next question:

Joe started the Gummy Bear Company in 2000 from his home in Vermont, USA. Today, it is a multi-billion-dollar candy company operating in every continent. All of the company's IT servers are located in Vermont. This year Joe hires his son Ben to join the company and head up Project Big, which is a major marketing strategy to triple gross revenue in just 5 years. Ben graduated with a PhD in computer software from a top university. Ben decided to join his father's company, but is also secretly working on launching a new global online dating website company called Ben Knows Best. Ben is aware that the Gummy Bear Company has millions of customers and believes that many of them might also be interested in finding their perfect match. For Project Big, Ben redesigns the company's online web portal and requires customers in the European Union and elsewhere to provide additional personal information in order to remain a customer. Project Ben begins collecting data about customers' philosophical beliefs, political opinions and marital status. If a customer identifies as single, Ben then copies all of that customer's personal data onto a separate database for Ben Knows Best. Ben believes that he is not doing anything wrong, because he explicitly asks each customer to give their consent by requiring them to check a box before accepting their information. As Project Big is an important project, the company also hires a first year college student named Sam, who is studying computer science to help Ben out. Ben calls out and Sam comes across the Ben Knows Best database. Sam is planning on going to Ireland over Spring Beak with 10 of his friends, so he copies all of the customer information of people that reside in Ireland so that he and his friends can contact people when they are in Ireland. Joe also hires his best friend's daughter, Alice, who just graduated from law school in the U.S., to be the company's new General Counsel. Alice has heard about the GDPR, so she does some research on it. Alice approaches Joe and informs him that she has drafted up Binding Corporate Rules for everyone in the company to follow, as it is important for the company to have in place a legal mechanism to transfer data internally from the company's operations in the European Union to the U.S. Joe believes that Alice is doing a great job, and informs her that she will also be in-charge of handling a major lawsuit that has been brought against the company in federal court in the U.S. To prepare for the lawsuit, Alice instructs the company's IT department to make copies of the computer hard drives from the entire global sales team, including the European Union, and send everything to her so that she can review everyone's information. Alice believes that Joe will be happy that she did the first level review, as it will save the company a lot of money that would otherwise be paid to its outside law firm. Ben's collection of additional data from customers created several potential issues for the company, which would most likely require what?


A.

New corporate governance and code of conduct.

A.

New corporate governance and code of conduct.

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B.

A data protection impact assessment.

B.

A data protection impact assessment.

Answers
C.

A comprehensive data inventory.

C.

A comprehensive data inventory.

Answers
D.

Hiring a data protection officer.

D.

Hiring a data protection officer.

Answers
Suggested answer: A

Explanation:

Ben's collection of additional data from customers, especially sensitive data such as philosophical beliefs and political opinions, created several potential issues for the company, such as:

The risk of violating the data minimization principle, which requires that personal data collected must be adequate, relevant and limited to what is necessary for the purposes of the processing1.

The risk of infringing the rights and freedoms of the data subjects, who may not be aware of or consent to the secondary use of their data by Ben Knows Best, or the unauthorized access and copying of their data by Sam.

The risk of non-compliance with the GDPR's requirements for processing special categories of data, which include data revealing philosophical beliefs and political opinions.Such data can only be processed under certain conditions, such as explicit consent, substantial public interest, or legal claims2.

The risk of data breaches or losses, as the data is transferred to a separate database, copied by Sam, and stored on the company's servers in Vermont, which may not have adequate security measures or safeguards.

Therefore, the company would most likely require a data protection impact assessment (DPIA) to identify and mitigate these risks.A DPIA is a process that helps assess the impact of the envisaged processing operations on the protection of personal data, and consult with the supervisory authority if the DPIA indicates that the processing would result in a high risk in the absence of measures taken by the controller to mitigate the risk3. The other options are not necessarily required by the GDPR, although they may be good practices or contractual terms.Reference:

Free CIPP/E Study Guide, page 32, section 4.1.2

CIPP/E Certification, page 27, section 4.1.2

The Ultimate CIPP/E Study Guide for 2023, page 36, section 4.1.2

Principles - General Data Protection Regulation (GDPR), Article 5

Special categories of personal data - General Data Protection Regulation (GDPR), Article 9

Data protection impact assessment - General Data Protection Regulation (GDPR), Article 35

Which of the following was the first legally binding international instrument in the area of data protection?

A.

Convention 108.

A.

Convention 108.

Answers
B.

General Data Protection Regulation.

B.

General Data Protection Regulation.

Answers
C.

Universal Declaration of Human Rights.

C.

Universal Declaration of Human Rights.

Answers
D.

EU Directive on Privacy and Electronic Communications.

D.

EU Directive on Privacy and Electronic Communications.

Answers
Suggested answer: A

Explanation:

Convention 108, also known as the "Convention for the Protection of Individuals with regard to Automatic Processing of Personal Data" was adopted by the Council of Europe in 1981.It was the first legally binding international instrument on data protection and required signatories to take steps in their domestic legislation to apply the principles it lays down in order to ensure respect in their territory for the fundamental human rights of all individuals with regard to processing of personal data1. The Convention covers both the public and private sectors, and applies to any type of data processing, whether automated or not.The Convention also provides for the establishment of independent supervisory authorities and the facilitation of transborder data flows2.

The other options are incorrect because:

B) The General Data Protection Regulation (GDPR) is a regulation of the European Union that came into force in 2018.It is not the first legally binding international instrument on data protection, but rather a successor of the EU Directive 95/46/EC, which was adopted in 1995 and implemented by the EU member states in their national laws3.

C) The Universal Declaration of Human Rights (UDHR) is a resolution of the United Nations General Assembly that was adopted in 1948. It is not a legally binding international instrument, but rather a declaration of common principles and values that guide the development of human rights law.The UDHR does not explicitly mention data protection, but rather recognizes the right to privacy as a fundamental human right in Article 124.

D) The EU Directive on Privacy and Electronic Communications (e-Privacy Directive) is a directive of the European Union that was adopted in 2002 and amended in 2009.It is not the first legally binding international instrument on data protection, but rather a specific instrument that complements the EU Directive 95/46/EC and the GDPR by providing additional rules for the protection of personal data in the context of electronic communications services5.

A multinational company is appointing a mandatory data protection officer. In addition to considering the rules set out in Article 37 (1) of the GDPR, which of the following actions must the company also undertake to ensure compliance in all EU jurisdictions in which it operates?

A.

Consult national derogations to evaluate if there are additional cases to be considered in relation to the matter.

A.

Consult national derogations to evaluate if there are additional cases to be considered in relation to the matter.

Answers
B.

Conduct a Data Protection Privacy Assessment on the processing operations of the company in all the countries it operates.

B.

Conduct a Data Protection Privacy Assessment on the processing operations of the company in all the countries it operates.

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C.

Assess whether the company has more than 250 employees in each of the EU member-states in which it is established.

C.

Assess whether the company has more than 250 employees in each of the EU member-states in which it is established.

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D.

Revise the data processing activities of the company that affect more than one jurisdiction to evaluate whether they comply with the principles of privacy by design and by default.

D.

Revise the data processing activities of the company that affect more than one jurisdiction to evaluate whether they comply with the principles of privacy by design and by default.

Answers
Suggested answer: A

Explanation:

A multinational company that is appointing a mandatory data protection officer (DPO) must also consult national derogations to evaluate if there are additional cases to be considered in relation to the matter.According to Article 37 (1) of the GDPR, a DPO must be designated by the controller or the processor in any case where: (a) the processing is carried out by a public authority or body, except for courts acting in their judicial capacity; (b) the core activities of the controller or the processor consist of processing operations which, by virtue of their nature, their scope and/or their purposes, require regular and systematic monitoring of data subjects on a large scale; or the core activities of the controller or the processor consist of processing on a large scale of special categories of data or personal data relating to criminal convictions and offences1.However, Article 37 (4) of the GDPR also allows Member States to provide for additional cases where a DPO must be designated by law1. Therefore, a multinational company must consult the national laws of the EU jurisdictions in which it operates to ensure that it complies with any additional requirements for appointing a DPO.

The other options are not correct because they are not directly related to the appointment of a DPO. Conducting a Data Protection Privacy Assessment, assessing the number of employees, and revising the data processing activities are all good practices for ensuring compliance with the GDPR, but they are not mandatory actions for designating a DPO.Moreover, the number of employees is not a relevant criterion for appointing a DPO, as the GDPR does not set any threshold based on the size of the organization2.Reference:1: Article 37 of the GDPR2:Guidelines on Data Protection Officers ('DPOs')

The European Parliament jointly exercises legislative and budgetary functions with which of the following?

A.

The European Commission.

A.

The European Commission.

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B.

The Article 29 Working Party.

B.

The Article 29 Working Party.

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C.

The Council of the European Union.

C.

The Council of the European Union.

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D.

The European Data Protection Board.

D.

The European Data Protection Board.

Answers
Suggested answer: C

Explanation:

According to the Treaty on European Union (TEU), the European Parliament shall, jointly with the Council, exercise legislative and budgetary functions.It shall also exercise functions of political control and consultation as laid down in the Treaties1. The Council of the European Union, also known as the Council, is the institution that represents the governments of the Member States.Together with the European Parliament, it adopts European legislation and coordinates the policies of the Member States2.The other options are not correct because: (A) The European Commission is the institution that proposes and implements EU policies, ensures the application of EU law, and represents the Union in international affairs3; (B) The Article 29 Working Party was an advisory body composed of representatives of the national data protection authorities, the European Data Protection Supervisor and the European Commission.It was replaced by the European Data Protection Board in 20184; (D) The European Data Protection Board is an independent body that ensures the consistent application of the General Data Protection Regulation and promotes cooperation among the national data protection authorities5.Reference:1: Article 14(1) of the TEU;2:The Council of the European Union;3:The European Commission;4:Article 29 Working Party;5: [European Data Protection Board].

A U.S. company's website sells widgets. Which of the following factors would NOT in itself subject the company to the GDPR?

A.

The widgets are offered in EU and priced in euro.

A.

The widgets are offered in EU and priced in euro.

Answers
B.

The website is in English and French, and is accessible in France.

B.

The website is in English and French, and is accessible in France.

Answers
C.

An affiliate office is located in France but the processing is in the U.S.

C.

An affiliate office is located in France but the processing is in the U.S.

Answers
D.

The website places cookies to monitor the EU website user behavior.

D.

The website places cookies to monitor the EU website user behavior.

Answers
Suggested answer: B

Explanation:

ccording to the GDPR, the regulation applies to the processing of personal data in the context of the activities of an establishment of a controller or a processor in the Union, regardless of whether the processing takes place in the Union or not1.The GDPR also applies to the processing of personal data of data subjects who are in the Union by a controller or processor not established in the Union, where the processing activities are related to: (a) the offering of goods or services, irrespective of whether a payment of the data subject is required, to such data subjects in the Union; or (b) the monitoring of their behaviour as far as their behaviour takes place within the Union1.

In this scenario, a U.S. company's website sells widgets to customers in the EU and places cookies to monitor their behavior.These factors would subject the company to the GDPR, as they indicate that the company is offering goods or services and monitoring the behavior of data subjects in the Union2.However, the fact that the website is in English and French, and is accessible in France, would not in itself subject the company to the GDPR, as these factors do not necessarily imply an intention to target customers in the Union3.The language and accessibility of the website are not sufficient to establish a relevant and sufficient degree of stability and continuity of the company's activities in the Union3. Therefore, the correct answer is B.

Art. 3 GDPR -- Territorial scope

Guidelines 3/2018 on the territorial scope of the GDPR (Article 3)

What does territorial scope mean under the GDPR?

I hope this helps you understand the GDPR and territorial scope better. If you have any other questions, please feel free to ask me.

When does the European Data Protection Board (EDPB) recommend reevaluating whether a transfer tool is effectively providing a level of personal data protection that is in compliance with the European Union (EU) level?

A.

After a personal data breach.

A.

After a personal data breach.

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B.

Every three (3) years.

B.

Every three (3) years.

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C.

On an ongoing basis.

C.

On an ongoing basis.

Answers
D.

Every year.

D.

Every year.

Answers
Suggested answer: C

Explanation:

According to the EDPB Recommendations 01/2020 on measures that supplement transfer tools to ensure compliance with the EU level of protection of personal data, exporters of personal data to third countries must monitor, on an ongoing basis, developments in those third countries that could affect the level of protection of the personal data they transfer1. This means that exporters must reevaluate whether the transfer tool they rely on, such as standard contractual clauses, binding corporate rules, codes of conduct, or certification mechanisms, is effectively providing a level of personal data protection that is in compliance with the EU level.The EDPB recommends that exporters document this reevaluation and any changes that result from it1. The EDPB does not specify a fixed time interval for this reevaluation, but rather states that it should be done on an ongoing basis, taking into account the specific circumstances of each transfer and any relevant developments in the third country.

1: EDPB Recommendations 01/2020 on measures that supplement transfer tools to ensure compliance with the EU level of protection of personal data, Version 2.0, adopted on 18 June 2021, paragraphs 85-86.

Which judicial body makes decisions on actions taken by individuals wishing to enforce their rights under EU law?

A.

Court of Auditors

A.

Court of Auditors

Answers
B.

Court of Justice of European Union

B.

Court of Justice of European Union

Answers
C.

European Court of Human Rights

C.

European Court of Human Rights

Answers
D.

European Data Protection Board

D.

European Data Protection Board

Answers
Suggested answer: B

Explanation:

The Court of Justice of the European Union (CJEU) is the judicial body of the EU that makes decisions on issues of EU law and enforces European decisions either in respect to actions taken by the European Commission against a member state or actions taken by individuals to enforce their rights under EU law. The CJEU consists of two courts: the Court of Justice and the General Court. The CJEU ensures the uniform interpretation and application of EU law across the EU and settles disputes between EU institutions, member states, and individuals. The other options are not correct, as they are not the judicial bodies that make decisions on actions taken by individuals wishing to enforce their rights under EU law. The Court of Auditors is the EU's independent external auditor that checks the legality and regularity of the EU's revenue and expenditure, and the soundness of its financial management. The European Court of Human Rights (ECHR) is an international court that oversees the European Convention on Human Rights and Fundamental Freedoms of 1950. The ECHR is not linked to the EU institutions, and it covers human rights laws across Europe, including in many non-EU countries. The European Data Protection Board (EDPB) is an independent body that ensures the consistent application of the GDPR and issues opinions on various aspects of data protection, but it does not have judicial authority.

Court of Justice of the European Union

Court of Justice of the European Union - International Association of Privacy Professionals

Judicial enforcement of EU law | European Foundation for the Improvement of Living and Working Conditions

Competences of the Court of Justice of the European Union

SCENARIO

Please use the following to answer the next question:

Sandy recently joined Market4U, an advertising technology company founded in 2016, as their VP of Privacy and Data Governance. Through her first initiative in conducting a data inventory, Sandy learned that Market4U maintains a list of 19 million global contacts that were collected throughout the course of Market4U's existence. Knowing the risk of having such a large amount of data, Sandy wanted to purge all contacts that were entered into Market4U's systems prior to May 2018, unless such contacts had a more recent interaction with Market4U content. However, Dan, the VP of Sales, informed Sandy that all of the contacts provide useful information regarding successful marketing campaigns and trends in industry verticals for Market4U's clients.

Dan also informed Sandy that he had wanted to focus on gaining more customers within the sports and entertainment industry. To assist with this behavior, Market4U's marketing team decided to add several new fields to Market4U's website forms, including forms for downloading white papers, creating accounts to participate in Market4U's forum, and attending events. Such fields include birth date and salary.

What should Sandy give as feedback to Dan and the marketing team regarding the new fields Dan wants to add to Market4U's forms?

A.

Make all the fields optional.

A.

Make all the fields optional.

Answers
B.

Only request the information in brackets (i.e., age group and salary range).

B.

Only request the information in brackets (i.e., age group and salary range).

Answers
C.

Eliminate the fields, as they are not proportional to the services being offered.

C.

Eliminate the fields, as they are not proportional to the services being offered.

Answers
D.

Eliminate the fields as they are not necessary for the purposes of providing white papers or registration for events.

D.

Eliminate the fields as they are not necessary for the purposes of providing white papers or registration for events.

Answers
Suggested answer: D

Explanation:

Sandy should give this feedback to Dan and the marketing team, as it reflects the principle of data minimization, which requires that personal data collected must be adequate, relevant and limited to what is necessary for the purposes of the processing1. Collecting birth date and salary information from customers who want to download white papers or register for events is not necessary for those purposes, and may pose risks for data protection and security.Moreover, such information may fall under the category of special data, which requires explicit consent from the data subjects and can only be processed under certain conditions2. The other options do not comply with the principle of data minimization, as they still involve collecting more data than needed, even if they are optional or in brackets.Reference:

Free CIPP/E Study Guide, page 23, section 3.1

CIPP/E Certification, page 18, section 3.1

The Ultimate CIPP/E Study Guide for 2023, page 16, section 3.1

Principles - General Data Protection Regulation (GDPR), Article 5

Special categories of personal data - General Data Protection Regulation (GDPR), Article 9

SCENARIO

Please use the following to answer the next question:

Sandy recently joined Market4U, an advertising technology company founded in 2016, as their VP of Privacy and Data Governance. Through her first initiative in conducting a data inventory, Sandy learned that Market4U maintains a list of 19 million global contacts that were collected throughout the course of Market4U's existence. Knowing the risk of having such a large amount of data, Sandy wanted to purge all contacts that were entered into Market4U's systems prior to May 2018, unless such contacts had a more recent interaction with Market4U content. However, Dan, the VP of Sales, informed Sandy that all of the contacts provide useful information regarding successful marketing campaigns and trends in industry verticals for Market4U's clients.

Dan also informed Sandy that he had wanted to focus on gaining more customers within the sports and entertainment industry. To assist with this behavior, Market4U's marketing team decided to add several new fields to Market4U's website forms, including forms for downloading white papers, creating accounts to participate in Market4U's forum, and attending events. Such fields include birth date and salary.

What is the best way that Sandy can gain the insights that Dan seeks while still minimizing risks for Market4U?

A.

Conduct analysis only on anonymized personal data.

A.

Conduct analysis only on anonymized personal data.

Answers
B.

Conduct analysis only on pseudonymized personal data.

B.

Conduct analysis only on pseudonymized personal data.

Answers
C.

Delete all data collected prior to May 2018 after conducting the trend analysis.

C.

Delete all data collected prior to May 2018 after conducting the trend analysis.

Answers
D.

Procure a third party to conduct the analysis and delete the data from Market4U's systems.

D.

Procure a third party to conduct the analysis and delete the data from Market4U's systems.

Answers
Suggested answer: B

Explanation:

According to the GDPR, pseudonymization is a technique that replaces or removes information in a data set that identifies an individual.Pseudonymized data can no longer be attributed to a specific data subject without the use of additional information, which is kept separately and subject to technical and organizational measures to ensure non-attribution1.Pseudonymization is not a method of anonymization, which means that the data is irreversibly altered in such a way that a data subject can no longer be identified2.Pseudonymized data is still considered personal data and subject to the GDPR, but it benefits from some relaxations of the rules, such as the possibility of further processing for compatible purposes, the exemption from some data subject rights, and the facilitation of data transfers3.

In this scenario, Market4U is an advertising technology company that collects and processes a large amount of personal data from its contacts, including sensitive data such as birth date and salary. This data can be used to gain insights into the preferences and behavior of its potential customers, as well as to identify trends and opportunities in different industry verticals. However, this data also poses significant risks for Market4U, such as data breaches, non-compliance, reputational damage, and legal liability.Therefore, Market4U needs to apply the principle of data minimization, which means that it should only collect and process the data that is necessary and relevant for its purposes, and delete the data that is no longer needed4.

One of the ways that Market4U can achieve data minimization is by pseudonymizing the personal data that it uses for analysis. By doing so, Market4U can reduce the risks associated with the processing of personal data, while still retaining the utility and value of the data for its purposes.Pseudonymization can also help Market4U to comply with other GDPR principles, such as purpose limitation, storage limitation, and integrity and confidentiality5.Pseudonymization can also enable Market4U to rely on legitimate interests as a legal basis for the processing of personal data for analysis, as long as it conducts a balancing test and respects the rights and interests of the data subjects6.

Therefore, the best way that Sandy can gain the insights that Dan seeks while still minimizing risks for Market4U is to conduct analysis only on pseudonymized personal data. This option would allow Market4U to use the data for its legitimate business purposes, without compromising the privacy and security of the data subjects.

The other options are incorrect because:

A) Conducting analysis only on anonymized personal data would not be feasible or effective for Market4U, as anonymization is a very difficult and complex process that requires the removal or alteration of any information that can identify an individual, directly or indirectly. Anonymization may also result in the loss of accuracy, quality, and utility of the data, which would undermine the value and purpose of the analysis.Moreover, anonymization is irreversible, which means that Market4U would not be able to restore the original data if needed2.

C) Deleting all data collected prior to May 2018 after conducting the trend analysis would not be compliant with the GDPR, as it would violate the principle of storage limitation, which requires that personal data should be kept only for as long as necessary for the purposes for which it is processed. Market4U cannot justify the retention of the data for longer than needed, especially if the data is outdated, irrelevant, or excessive.Moreover, deleting the data after the analysis would not eliminate the risks associated with the processing of the data, such as data breaches or unauthorized access4.

D) Procuring a third party to conduct the analysis and delete the data from Market4U's systems would not be a good solution for Market4U, as it would involve the transfer of personal data to another data controller or processor, which would require additional safeguards and obligations under the GDPR. Market4U would still be responsible for ensuring the compliance and security of the data, and would have to enter into a data processing agreement with the third party, as well as inform and obtain the consent of the data subjects, if applicable.Furthermore, procuring a third party would entail additional costs and risks for Market4U, such as losing control and visibility over the data, or exposing the data to unauthorized or unlawful processing by the third party7.

Total 271 questions
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