Digital advertising guidance: special category data under the GDPR

Posted on: Monday 15 June 2020

What is special category data, how might it arise in digital advertising, and what are the restrictions on its processing under the GDPR?


As part of our work to address the ICO’s concerns about ad tech and real-time bidding, we have developed this guidance on special category data, to help companies understand their obligations, and how to comply with them in practice.

The guidance aims to help educate the digital advertising industry about:

  • What ‘special category data’ is, as defined in the GDPR (including how it may arise from the way in which other data is processed)

  • The legal provisions and requirements that apply to processing special category data

  • Factors to consider in reviewing whether there is a risk of special category data arising or being inadvertently processed as part of your activities, and how to minimise such risks

You can download the guide below. 

We are also developing other work related to special category data. Read about it here.

If you have any questions about this work, please email [email protected].

Topics

Related content

Digital Advertising Guidance: data security, retention & storage

IAB UK has produced this guidance as part of our commitment to the ICO in our response to its investigation of real-time bidding. The guidance aims to...

Learn more

ICO publishes data protection & privacy expectations

The Information Commissioner’s Office (ICO) has laid out data protection standards that it expects companies to meet when developing new ad tech...

Learn more
Christie headshot

As the ICO returns to RTB, are you ready?

With the Information Commissioner’s Office set to start audits within the ad tech industry imminently, it’s vital that any companies engaged in RTB are...

Learn more
A person writing on a notepad at their desk

Digital Advertising Guidance: LIAs under the UK GDPR

Guidance on how to conduct a Legitimate Interests Assessment; a legal requirement if you want to rely on legitimate interests to process personal data

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.