According to the European Commission’s GDPR guidelines, the phrases below are not sufficiently clear as to the purposes of the processing. (We took these examples directly from the document.)
“We may use your personal data to develop new services” (as it is unclear what the “services” are or how the data will help develop them)
“We may use your personal data for research purposes” (as it is unclear what kind of “research” this refers to)
“We may use your personal data to offer personalised services” (as it is unclear what the “personalization” entails)
On the other hand, these kinds of phrases are much better: “We will retain your shopping history and use details of the products you have previously purchased to make suggestions to you for other products which we believe you will also be interested in” (it is clear what types of data will be processed, that the data subject will be subject to targeted advertisements for products and that their data will be used to enable this)
“We will retain and evaluate information on your recent visits to our website and how you move around different sections of our website for analytics purposes to understand how people use our website so that we can make it more intuitive” (it is clear what type of data will be processed and the type of analysis which the controller is going to undertake)
“We will keep a record of the articles on our website that you have clicked on and use that information to target advertising on this website to you that is relevant to your interests, which we have identified based on articles you have read” (it is clear what the personalization entails and how the interests attributed to the data subject have been identified)
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