Mr. Dale Sunderland:

Yes, I will take that. It is a very pertinent point. In our view, the GDPR provides the tools and levers, and will increasingly do so, to enable us to ensure there is proper, safe and trustworthy use of data. That is taking place now at a time when there is significant debate across not just industry but broader society, and among people who use these data and examine how they are used, about what constitutes ethical use of data in these contexts. One point to make is that this is not the sole way in which large platforms that have such devices collect data. I think this is the point the Chairman was bringing out, that is, that a profile is built from multiple data sources. The GDPR requires that there be transparency, and we have seen significant improvements in the detail of information provided, but the question is still open as to whether that information is being provided to users in a meaningful, easily accessible way that does not lead to user fatigue. These are key matters that the Office of the Data Protection Commissioner is examining and they form the context of some of these big inquiries.

We have seen since the introduction of the GDPR platforms beginning to introduce more granular controls for users as to how they can access the data that are being collected and delete them. There are positives in that respect but there is still a way to go. For the commission's part, we will start to drive the standards we think the GDPR requires through our regulatory work, whether through investigations or our ongoing weekly and daily engagement with these companies. However, if we are seeking to build a digitally based society and economy, user trust is essential, and transparency for users, user control and just the proper safeguarding and protected use of data are absolutely essential for companies. I think the big tech firms are getting that message and we see some change happening, but there is still a question to be answered. To be clear, there is probably more that needs to be done to ensure that the right levels of transparency are provided to users, that they have effective control and that everything they do online is not continuously tracked and added to a profile of them. As I said, some companies are now starting to introduce ways for individuals to delete their profiles, so we are seeing some positives coming into reality.