Profiling
Profiling means any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects concerning that natural person's performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location or movements (Art. 4(4) GDPR).
Three elements are required: automated processing, personal data, and the purpose of evaluating personal aspects. Profiling is not prohibited as such, but it triggers specific rules: the right to object under Art. 21, including an absolute right to object to profiling for direct marketing; the protections of Art. 22 against solely automated decisions with legal or similarly significant effects; a mandatory DPIA where profiling is systematic and extensive (Art. 35(3)(a)); and heightened transparency, since data subjects must be informed of the existence of profiling and of the logic involved (Art. 13(2)(f)).
In health, profiling includes risk stratification algorithms, patient-similarity matching for trial recruitment, predictive models of disease progression, adherence scoring in digital therapeutics, and audience segmentation for disease-awareness campaigns. Most of these use health data and therefore also require an Art. 9 exception. Where the profiling is performed by an AI system in a healthcare or medical device context, it is likely to be a high-risk AI system under the EU AI Act, adding requirements on data governance, human oversight and transparency to the GDPR analysis.
