By Elizabeth Denham, Information Commissioner.
In March we announced we were conducting an assessment of the data protection risks arising from the use of data analytics, including for political purposes.
Engagement with the electorate is vital to the democratic process. Given the big data revolution it is understandable that political campaigns are exploring the potential of advanced data analysis tools to help win votes. The public have the right to expect that this takes place in accordance with the law as it relates to data protection and electronic marketing.