15/04/2018
The 7 Foundational Principles
1. Proactive not Reactive; Preventative not Remedial
The Privacy by Design (PbD) approach is characterized by proactive rather than reactive measures. It anticipates
and prevents privacy invasive events before they happen. PbD does not wait for privacy risks to materialize,
nor does it offer remedies for resolving privacy infractions once they have occurred — it aims to prevent
them from occurring. In short, Privacy by Design comes before-the-fact, not after.
2. Privacy as the Default Setting
We can all be certain of one thing — the default rules! Privacy by Design seeks to deliver the maximum degree
of privacy by ensuring that personal data are automatically protected in any given IT system or business
practice. If an individual does nothing, their privacy still remains intact. No action is required on the part of
the individual to protect their privacy — it is built into the system, by default.
3. Privacy Embedded into Design
Privacy by Design is embedded into the design and architecture of IT systems and business practices. It is not
bolted on as an add-on, after the fact. The result is that privacy becomes an essential component of the core
functionality being delivered. Privacy is integral to the system, without diminishing functionality.
4. Full Functionality — Positive-Sum, not Zero-Sum
Privacy by Design seeks to accommodate all legitimate interests and objectives in a positive-sum “win-win” manner,
not through a dated, zero-sum approach, where unnecessary trade-offs are made. Privacy by Design avoids the
pretense of false dichotomies, such as privacy vs. security, demonstrating that it is possible to have both.
5. End-to-End Security — Full Lifecycle Protection
Privacy by Design, having been embedded into the system prior to the first element of information being
collected, extends securely throughout the entire lifecycle of the data involved — strong security measures
are essential to privacy, from start to finish. This ensures that all data are securely retained, and then securely
destroyed at the end of the process, in a timely fashion. Thus, Privacy by Design ensures cradle to grave,
secure lifecycle management of information, end-to-end.
6. Visibility and Transparency — Keep it Open
Privacy by Design seeks to assure all stakeholders that whatever the business practice or technology involved, it is in
fact, operating according to the stated promises and objectives, subject to independent verification. Its component
parts and operations remain visible and transparent, to users and providers alike. Remember, trust but verify.
7. Respect for User Privacy — Keep it User-Centric
Above all, Privacy by Design requires architects and operators to keep the interests of the individual uppermost
by offering such measures as strong privacy defaults, appropriate notice, and empowering user-friendly
options. Keep it user-centric.
