Let’s move our focus towards the fairness and transparency of the process because having a legitimate ground is not enough. The way of processing is also vital for the respect of all the guarantees provided to the protection of personal data.

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It is not possible to achieve fairness if the controlling party does not disclose all the information necessary for the individual to make a decision. Transparency is essential for the individuals to assess and freely decide if they wish to let his/her personal data be processed for “X” purpose and under “X” conditions. Fairness and Transparency start with how personal data is obtained.