Page 139 - GDPR and US States General Privacy Laws Deskbook

chain. The Controller may discontinue the Bona Fide Loyalty Program Benefit that allows Consumers to use points for
discounts for the restaurant chain. However, the hotel chain must still provide all available Bona Fide Loyalty Benefits to
be used at the hotel chain.
I.  Example: A Consumer joins a retailer’s Bona Fide Loyalty Program that offers discounts on products based on the Consumer’s
purchase history. The retailer wishes to fund the loyalty program, in part, by selling the Consumer’s purchase history to a
Data Broker. The retailer must obtain the Consumer’s consent to Sell the Consumer’s Personal Data to the Data Broker
because selling Personal Data obtained through a Bona Fide Loyalty Program to a Data Broker is a secondary use.
J.  Example: A Consumer exercises their right to opt out of the Processing of Personal Data for Targeted Advertising. An
online gaming company gives the Consumer fewer free games through the company’s service, arguing that the additional
free games are for members of its loyalty program, which requires the use of Personal Data for Targeted Advertising. The
company’s differential treatment is prohibited if the Processing of Personal Data is not necessary to provide the additional
games. However, if the free games are provided by a Bona Fide Loyalty Program Partner that requires the Consumer data for
Targeted Advertising through a co-marketing agreement with the Controller, the differential treatment may be appropriate.
Rule 6.06 PURPOSE SPECIFICATION
A.  Controllers shall specify the express purposes for which each category of Personal Data is collected and Processed in both
external disclosures to Consumers, including privacy notices required by C.R.S. § 6-1-1308(1), as well as in any internal
documentation required by this Part 6.
B.  The express purpose must be described in a level of detail that gives Consumers a meaningful understanding of how each
category of their Personal Data is used when provided for that Processing purpose.
C.  If Personal Data is collected and Processed for more than one purpose, Controllers should specify each unrelated purpose
with enough detail to allow Consumers to understand each individual, unrelated purpose.
1. Controllers should not identify one broad purpose to justify numerous Processing activities that are only remotely
related.
2.  Controllers should not specify one broad purpose to cover potential future Processing activities that are only remotely
related.
3.  Controllers should not specify so many purposes for which Personal Data could potentially be processed to cover
potential future processing activities that the purpose becomes unclear or uninformative.
D.  If the Processing purpose has evolved beyond the original express purpose such that it becomes a distinct purpose that is
no longer reasonably necessary to or compatible with the original express purpose, the Controller must review and update
all related disclosures and documentation as necessary.
Rule 6.07 DATA MINIMIZATION
A.  To ensure all Personal Data collected is reasonably necessary for the specified purpose, Controllers shall carefully consider
each Processing purpose and determine the minimum Personal Data that is necessary, adequate, or relevant for the express
purpose or purposes.
B.  Personal Data should only be kept in a form which allows identification of Consumers for as long as is necessary for the
express Processing purpose(s). To ensure that the Personal Data are not kept longer than necessary, adequate, or relevant,
Controllers shall set specific time limits for erasure or to conduct a periodic review.
139 | Colorado Privacy Act Rules