The project, which was devised by an organisation structured as an association and a company appointed for its management, is based on a web platform and a database which gathers vast amounts of personal data either uploaded by users or obtained from the web, on various types of individual – from job candidates to business people, freelance professionals and private individuals. By means of a specific algorithm the system would then be able to objectively measure people’s reliability in the economic and professional fields, by assigning a score (“rating”) to their online reputation.
The DPA observed that the system would create significant problems in relation to privacy due to the confidential nature of the information, the pervasive impact on the interested parties and the method of processing. Essentially, the system implies the massive collection – also online – of information open to significantly impacting on the economic and social representation of thousands of people. Such processed reputation ratings might have serious repercussions on the lives of those who had been rated, since it might influence other people’s choices as well as jeopardising access for rated parties to services and benefits.
The DPA also expressed a number of doubts about the objectivity claimed for the ratings, stressing that the company could not prove the effectiveness of the algorithm used to regulate the settings of the “ratings”, which would be calculated without rated parties having any chance to freely give their consent. Given the complexity and sensitivity of measuring situations and variables which are not easy to classify, any rating might be based on incomplete or flawed documents and certificates with the consequent risk of creating inaccurate profiles which do not correspond to the real social identity of the rated parties.
Moreover, the DPA was concerned about the unreliability of allowing an automated system to decide upon such complex and sensitive issues relating to individuals’ reputations.
The system’s security measures which are principally based on “weak” authentication systems (user ids and passwords) and on encryption techniques only for judicial data, were found to be totally inadequate in the DPA’s opinion. Finally, further critical issues were detected in the time period for data storage and privacy policies for interested parties.
Therefore, in conclusion, the DPA has banned all present and future processing operations related to the reputation rating project.