Collected data

All organisations collect data, Privacy Label distinguishes four types of data, and five ways of collecting it.

In our label we also distinguish different ways organisations could collect your personal data

'We receive from you’: This is personal data your organisation received from a user or customer itself.
‘We receive from others’: This is personal data your organisation received from another organisation.
‘We observe’: This is personal data your organisation observed, for instance by surveillance or tracking.
‘We created’: This is personal data your organisation created, for instance by scoring someone or new insights by combining information.
‘We purchase’: Personal data your organisation purchased or ‘rents’ from another organisation. For instance, when you buy a dataset or when you pay for excess to personal data.

Organisations collect personal data. In Privacy Label we distinguish four different sorts of data

'Aggregated data' is non personal data or pseudonymised personal data derived from, or could become, personal data with more information. For instance, a list of area-codes, a list of the last four digits of phone numbers and so on.
'Personal data' contains all sorts of personal data. That is any information relating to an identified or identifiable natural person. This sort of personal data distinguished by Privacy Label does not consist sensitive data or a special category of personal data under the GDPR.
'Sensitive personal data' is personal data which it touches upon the dignity, could lead to stigmatisation or discrimination of the data subject. This includes special categories of personal data. Special categories of personal data have a special status in the GDPR. It is a fixed list of personal data categories which cannot be processed unless there is a good reason.
These are: Racial or ethnic origin, Political views, Religion or philosophy, Membership of a trade union, Genetic data. (This data relates to a person's genes and is unique to a person. For example, a person's DNA.), Biometric data, used to identify a person (These are bodily characteristics that can be used to identify a person, such as DNA, a fingerprint or an iris scan), Medical data, Information about a person's sexual behaviour or sexual orientation.

Find out more about personal data and its collection by organisations below.


Aggregated data is generalised or pseudonymised data which doesn’t connect directly to you but does describe you in a manner. For instance, the first two digits of your area code, the general level of education within your company or a chart of spending patterns in your supermarket.

Personal data is usually aggregated in order to protect your privacy. The first to digits of your area code are less likely to invade your privacy than your whole address. However, by combining different sorts of aggregated personal information, someone might still identify you.



A table with information on when patients took certain medicine, however the patient's name is changed to a random number.


A map which tells you where most crimes are committed and by what group of people.


In the General Data Protection Regulation (GDPR) personal data is described as any information, relating or related to, an identified or identifiable natural person.

But, what does that mean?

Any information: not only written down or digital, but anything giving you information...
Relating or related to: which tells you something about someone...
An identified or identifiable: someone who can be pointed out in any way...
Natural person: a living human being.

In conclusion: Personal data is all information that makes you, you.

In Privacy Label we call all non-sensitive information about you (normal) personal data. Non-sensitive personal data is data which is not likely to harm or embarrass you when it is out in the open. For instance, information about who you are, where you live, your (online) behaviour or what you like and don’t like.  



For instance, your name, information about where you live, where you work or your favourite colour.


Think of: your hobbies, who your friends are, which websites you like to visit or if you like to be in nature or in a more urban area.


Some personal data is more sensitive than others. Sensitive data could lead to stigmatisation or exclusion of the data subject.

Examples of sensitive data:

  • Usernames, passwords and other login details
  • Data concerning a financial or economic situation
  • Relationship problems, school performance of children
  • Data which can be used for (identity) fraud



You mightnot want others to know if you have a high or low income, since that might lead to embarrassing situations.


You might not want to air you dirty laundry on the street and want others to know you have relationship problems.


Special categories of personal data have a separate status within the GDPR. There are strict rules attached to processing these kinds of personal data. A hack or a data breach of this data can pose a major risk to the persons involved. This is why ,in principle, there is a general prohibition on the processing of these data.The data may only be processed if there is a specific exception in the law. One of these exceptions is when someone has given his or her explicit consent.

The GDPR specifies a strict list of what are special categories of personal data.

These special categories of personal data are:

Racial or ethnic origin

Political opinions

Religious or philosophical beliefs

Trade union membership

Genetic data

Biometric data

Medical data

Data concerning someone’s sex life or sexual orientation

And criminal records



Maybe you can unlock your smart phone with your fingerprint. Your fingerprint is unique is a form of biometric personal data.


An x-ray scan tells something about your health and is therefore a form of medical personal data.