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DMA: Data and Marketing Association
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Privacy Shield Privacy Principles: Data Integrity and Purpose Limitation

Ensure that the customer’s personal information is reliable, accurate, complete, current and used for intended purposes. Your company should not process data that are not relevant to the purpose for which they were collected. You should not use the information in a way that is incompatible with the purpose for which it was collected, unless subsequently authorized by the consumer. The organization must adhere to the Principles as long as it retains the data. Organizations can retain data as long as it serves a purpose for processing. This does not prevent organizations from processing personal information for longer periods if reasonably serves the purpose of archiving in the public interest, journalism, literature, art, scientific or historical research and statistical analysis.

Learn more about the Privacy Shield Privacy Principles
Go back to Privacy Shield Guide Read on to Privacy Principle: Access
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