**2.1 Digital profiling**

Digital Profiling is the automated processing of person specific data to evaluate certain attributes relating to a person, particularly to analyze and predict

**Figure 3.** *Ethical practices in data processing.*

individual's economic situation, buying habits, health, preferences, interests, behavior, etc. Digital Profiling also influences group privacy wherein an individual may be a member of one or more groups [3]. Digital Profiling is widely used in direct digital marketing businesses. Profiling without consent of the individual is a privacy breach. Cookies are a piece of data stored in the browsers, when users browse and transact. Cookies are used in auto profiling and cookies can be read without user's consent. Google has recently announced to end support for third party cookies in its Chrome browser which will make it very difficult for the digital marketing companies to build a user profile [4]. Article 22 of GDPR facilitates the right to the individual that, no automated data processing including profiling is allowed without consent from the user.
