{"id":206950,"date":"2021-06-24T19:44:19","date_gmt":"2021-06-24T06:44:19","guid":{"rendered":"https:\/\/legalvision.co.nz\/?p=206950"},"modified":"2021-07-28T11:56:25","modified_gmt":"2021-07-27T22:56:25","slug":"data-matching","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/data-privacy-it\/data-matching\/","title":{"rendered":"Is Data Matching Legal in NZ?"},"content":{"rendered":"\n

As more systems move online, information is becoming increasingly important. Data brokering companies can make millions selling personal information to businesses wanting to capitalise on <\/span>targeted advertising revenue<\/span><\/a>. However, there are various privacy concerns attached to the information industry. Of particular concern is whether customers are fully aware of <\/span>how your business may use their personal information<\/span><\/a>. For example, your business may use data matching to streamline advertising processes, but this may raise privacy issues if you do not use it according to privacy law. For some guidance, this article will explain how data matching works and whether it is legal in New Zealand.<\/span><\/p>\n\n\n\n

What Is Data Matching?<\/span><\/h2>\n\n\n\n

Data matching is a process where an algorithm matches one set of data with another to find records that match the same person. This occurs digitally, with the phrase \u2018information matching\u2019 referring to the manual version of this process. Government agencies tend to use information matching for more streamlined administrative processes across the public sector. However, agencies can only share this kind of information if they have a legal basis.<\/span><\/p>\n\n\n\n

For example, public sector employers may match certification credentials against a regulatory body\u2019s records to check the validity of a potential hiree\u2019s qualifications.<\/span><\/p>\n\n\n\n

Technology has advanced so much that data matching can happen as fast as a computer can run, and information can spread at an unprecedented rate. The <\/span>Privacy Act<\/span><\/i>, New Zealand\u2019s law regulating <\/span>personal information<\/span><\/a> and privacy, provides rules for information matching in the public sector. However, if your business is not in the public sector and uses data matching for business purposes, you still need to ensure you comply with privacy law.<\/span><\/p>\n\n\n\n

Data Matching in Your Business<\/span><\/h2>\n\n\n\n

Businesses will use data matching to develop customer profiles and discover new traits about one of their customers. This is especially useful for targeted advertising. Indeed, targeted advertising is when you advertise your products or services to customers based on character traits you think will lead to them purchasing your goods. The more information you have, the more accurate this process is.<\/span><\/p>\n\n\n\n

For example, Facebook lets you upload your customers\u2019 email information to target your business\u2019 ads to their Facebook profiles. This process involves data matching, and you can gain information about your customers\u2019 browsing habits.<\/span><\/p>\n\n\n\n

Various web analytics services will use t<\/span>his process to personalise your advertising services, and your business can take advantage of this to make your advertising more effective.<\/span><\/p>\n\n\n\n

If a customer searches for \u201crunning shoes for sale\u201d in Google, algorithms match that data to their profile depending on their privacy settings. They may then see advertisements on Instagram for your shoe business based on this matched data.<\/span><\/p>\n\n\n\n\n\n Continue reading this article below the form\n <\/i>\n<\/a>\n

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