A new opinion issued by the Article 29 Working Party (WP) states that "free, specific, informed and unambiguous 'opt-in' consent" is almost always necessary when organizations want to use previously collected personal data in Big Data projects, reports Out-law.com. The exception may be Big Data projects that involve detecting "trends and correlations." The WP also said businesses should provide consumers with access to their “profiles,” knowledge of the underlying logic of how the profiles were created and allow consumers to correct and share the information in them. The opinion includes a four-factor criterion to help determine whether businesses’ processing activities are compatible with the purposes for which the data was first collected.
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