Purpose Limitation

The principle that personal data should only be collected for specified, explicit and legitimate purposes and not further processed in ways incompatible with those purposes.

Data collected for one reason shouldn't be used for something completely different. If customers gave you their email for shipping updates, you shouldn't feed it into an AI marketing system without asking.

Purpose limitation is a core privacy principle that directly affects AI governance. Your data governance policies must track the original purpose of data collection and ensure AI applications do not repurpose data without proper authorisation.