What is profiling in the California Privacy Rights Act?
Profiling is defined in CPRA as:
“any form of automated processing of personal information … to evaluate certain personal aspects relating to a natural person and in particular to analyze or predict aspects concerning that natural person’s performance at work, economic situation, health, personal preferences, interests, reliability, behavior, location, or movements.”
In simpler terms, profiling involves collecting information about an individual and analysing their personal characteristics and behavior to group them in a certain category to make predictions about them.
The CPRA gives consumers the right to opt-out of profiling based on data collected about their work performance, economic situation, health, personal preferences, interests, reliability, behavior, location etc.