An Article 29 Working Party on online behavioural advertising adopted on 22 June 2010, the Article 29 Working Party states that Article 6(1)(e) requires data to be deleted when it is no longer necessary for the purpose for which the data was collected. Compliance with this principle requires limiting the storage of information. Accordingly, it states that companies must specify and respect express timeframes under which data will be retained. Pursuant to this, information about users’ behaviour has to be eliminated if it is no longer needed for the development of a profile.
Reference(s) in IAPP Certification Textbooks: E91