U.K. Information Commissioner Elizabeth Denham announced an investigation will commence on the use of data analytics for political purposes. Denham said political campaigns will want to use data analytics to engage with voters and attract votes, but public awareness about data analytics and data collection is low. Denham said the tools could potentially have a significant impact on personal privacy, and transparency about the use of techniques is important. “This investigation is a high priority for my office in our work to uphold the rights of individuals and ensure that political campaigners and companies providing services to political parties operate within U.K. law,” Denham said.
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