According to the GDPR, data must be accurate (see the “Accuracy” section in the “Principles” chapter). This means that data are correct and up to date, but also refers to the accuracy of the analytics performed. The EDPB has highlighted the importance of the accuracy of the profiling or the (not exclusively) automated decision-making process at all stages (from the collection of the data to the application of the profile to the individual).
Controllers are responsible of ensuring accuracy of personal data. Therefore, once they have finished with the collection of personal data, they should implement adequate tools to guarantee the accuracy of those data. This basically involves the implementation of technical and organizational measures that will ensure that this principle is applicable (see the ‘Related technical and organizational measures’ subsection in the ‘Accuracy’ section of the ‘Principles’ chapter). If personal data proceed from data subjects, the controller can assume that they are accurate (unless the person responsible considers that the data subject might have a reason to provide inaccurate data). If personal data have not been collected from the data subject, controllers are obliged “to verify the accuracy of the obtained data, at least in respect of fitness for the declared purposes of processing and to any negative consequences that inaccuracies may have for data subjects.” (see the “How is inaccuracy of data discovered?” subsection in the “Accuracy” section of the “Principles” chapter). In any case, accuracy requires an adequate implementation of measures devoted to facilitate the data subjects’ right to rectification (see “Right to rectification” section in “Data subjects’ rights” chapter).
1Guidelines on Automated individual decision-making and Profiling for the purposes of Regulation 2016/679 (wp251rev.01). 22/08/2018, p. 13; Ducato, Rossana, Private Ordering of Online Platforms in Smart Urban Mobility The Case of Uber’s Rating System, CRIDES Working Paper Series no. 3/20202 February 2020 Updated on 26 July 2020, p. 20-21, at: https://poseidon01.ssrn.com/delivery.php?ID=247104118003073117118086021112071111102048023015008020118084071112086000027097102088036101006014057116105116119119026079007006118044033055000114023106007076115096073024007094081002078064098028091093003078095099082108113086098120001079015123027083125024&EXT=pdf&INDEX=TRUE ↑