Big Data Profiling and Predictive Analytics from the Perspective of GDPR

The text analyses the normative regulations adopted by the Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data (GDPR) in order to answer the question whether the said regulations properly balance the interests of both entities that use predictive analytics and profiling in their economic activity, and of persons whose data they process. As this type of processing is based on big data, the proper analysis of this issue had to begin with determining which types of data processed in such sets can be considered personal information and in what conditions they can be treated as such. Based on these findings, the study analyzed the duties imposed by the GDPR on entities processing personal data in situations when such information has been obtained from big data. This in turn made it possible to assess the adopted normative regulations as well as point to the possible solutions and development paths.