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The 7 Principles of Privacy by Design

Incorporate Privacy by Design into your business strategy with seven foundational principles, ensuring robust privacy protections and enhancing trust as technologies like AI evolve

Kadi Coult Wharton

Director Privacy & Data Governance Content, CIPP/E, CIPM

[What is Privacy by Design?](/content/blog/principles-of-privacy-by-design/#what-is-privacy-by-design "What is Privacy by Design?"/index.html)
[Principle 1: Proactive not reactive](/content/blog/principles-of-privacy-by-design/#principle-1 "Principle 1: Proactive not reactive "/index.html)
[Principal 2: Privacy as the default setting](/content/blog/principles-of-privacy-by-design/#principle-2 "Principal 2: Privacy as the default setting"/index.html)
[Principle 3: Privacy embedded into design](/content/blog/principles-of-privacy-by-design/#principle-3 "Principle 3: Privacy embedded into design"/index.html)
[Principle 4: Full functionality](/content/blog/principles-of-privacy-by-design/#principle-4 "Principle 4: Full functionality"/index.html)
[Principle 5: End-to-end security](/content/blog/principles-of-privacy-by-design/#principle-5 "Principle 5: End-to-end security"/index.html)
[Principle 6: Visibility and transparency](/content/blog/principles-of-privacy-by-design/#principle-6 "Principle 6: Visibility and transparency"/index.html)
[Principle 7: Respect for user privacy](/content/blog/principles-of-privacy-by-design/#principle-7 "Principle 7: Respect for user privacy"/index.html)
[Elevate your data privacy strategy](/content/blog/principles-of-privacy-by-design/#elevate-your-data-privacy-strategy "Elevate your data privacy strategy"/index.html)
[Key questions about the Principles of PbD](/content/blog/principles-of-privacy-by-design/#key-questions-about-the-principles-of-pbd "Key questions about the Principles of PbD"/index.html)

GDPR & Tech: Key considerations of Privacy by Design and AI in tech

Learn about the impact of GDPR, privacy by design, and the future of AI regulation.

[Watch now](/content/resources/global-panel-gdpr-and-tech-key-considerations-of-privacy-by-design-and-ai-in-tech-webinar/ "Watch now"/index.html)

According to a 2023 survey by Pew Research Center, 85% of Americans believe the risks of data collection by companies outweigh the benefits, and 76% feel that there are little-to-no benefits from these data processing activities. Furthermore, 81% of Americans familiar with AI believe that the information companies collect will be used in ways that people aren’t comfortable with, and 80% say it will be used in ways that were not originally intended.

With the rapid advancement of technologies like AI, embedding Privacy by Design into business practices is more crucial than ever. As trust in how companies handle data continues to waver, organizations must prioritize preserving customers’ freedom of choice and control over their data as a core component of their data strategy.

What Is Privacy by Design?

Privacy by Design means privacy is seamlessly integrated into products, services, and system designs by default. Protecting customer data becomes a guiding force in the user experience, taking the same level of importance as functionality. Privacy by Design principles may apply to entire information processes, including:

System designs
Organizational priorities
Project objectives
Standards and protocols
Business practices

Privacy by Design is a holistic approach to privacy that encompasses seven foundational principles:

Principle 1: Proactive Not Reactive; Preventative Not Remedial

A privacy-first attitude supports a preventative approach to privacy. Instead of reacting to privacy risks or invasions when they happen, companies will actively build processes and procedures to prevent them from occurring in the first place.

Principle 2: Privacy As the Default Setting

Users shouldn’t have to worry about their privacy settings when browsing a website, opening an app, or logging into software. Privacy as Default ensures they don’t have to. It automatically sets users’ privacy to the highest level of protection, whether or not a user interacts with those settings. Such default settings include:

Collection limitation: You only collect the amount and types of data you’re legally allowed to.
Data minimization: You collect only the absolute minimum amount of data necessary. You won’t collect data just for the sake of collection or because you can.
Use, retention & disclosure limitation: You won’t use the collected data for any other purpose than to which the user has agreed. You won’t keep data after it’s no longer needed for the purposes you stated to users, and you won’t disclose the data unless necessary to achieve the purpose for which it was collected.
Security: You implement appropriate technical and organizational measures, such as encryption, to ensure the confidentiality, integrity, and availability of the personal data.

Principle 3: Privacy Embedded Into Design

Protecting users’ data and privacy should now be a part of the conversation when building a website, a mobile app, or a software application. For embedded privacy to work, it can’t just be a feature tacked on at the end. It also can’t be obvious or awkwardly included so as to detract from the functionality of the program you’re designing. Every decision and new process must be filtered through a privacy-first mindset to promote both functionality and privacy protection.

Principle 4: Full Functionality – Positive-sum, Not Zero-sum

A fatalistic attitude won’t work with Privacy by Design. Those who argue trade-offs must be made with the user experience or with security protocols have a zero-sum attitude. Those who work to integrate privacy into every design element seamlessly take a positive-sum approach. These innovators will see their brands grow in a world where privacy is increasingly a market mover, not just an issue of legal compliance.

Principle 5: End-to-end Security – Lifecycle Protection

From the point at which users provide personal data, to when it can be destroyed after serving its purpose — and everything in between — Privacy by Design ensures the security of this data through the processing lifecycle. This full lifecycle protection is where the interdisciplinary nature of Privacy by Design shines. It leans heavily on security best practices to provide end-to-end data protection. Security also ensures data remains confidential, true to its original form, and accessible during its time with the company.

Principle 6: Visibility and Transparency – Keep It Open

Openness with users about your privacy policies and procedures builds accountability and trust. Privacy by Design means documenting and communicating actions clearly, consistently, and transparently. It presents a shared attitude of privacy as a duty, and one your team takes seriously. That promise should be supported by an accessible and effective complaint submission and resolution process, as well as independent verification of your policies and promises to users.

Principle 7: Respect for User Privacy – Keep It User-centric

Respect for user privacy involves always having the users’ privacy interests in mind and providing the necessary safeguards and features to protect such interests. This respect inspires every design decision and understands that the best user experience puts privacy first. This includes putting the power in the hands of the user to manage their own data and actively seeking their engagement in the process.

Elevate Your Data Privacy Strategy

Implementing Privacy by Design is crucial for your organization's data protection strategy. The right privacy automation software can elevate your program from mere compliance to a strategic business asset.

As technologies like AI continue to advance, embedding Privacy by Design into your business practices is more important than ever. Privacy Automation adapts to your needs, ensuring agile compliance and responsible use of emerging technologies. Our platform automates privacy workflows, integrates regulatory insights, and manages consent, enabling you to build trust and innovate ethically.

Ready to take your data privacy program to the next level? Request a demo today to see how OneTrust can support your transformation and help you stay ahead in the evolving privacy landscape.

Key Questions About the Principles of Privacy by Design

Why is Privacy by Design important in emerging technologies like AI?

Privacy by Design integrates personal data protection into AI systems from the start, reducing bias and unintended data exposure.

Embedding privacy safeguards during AI model development promotes fairness, transparency, and accountability under regulations such as the GDPR and the EU AI Act, which entered into force in August 2024 and is being implemented in phases through 2026.

How does Privacy by Design relate to GDPR compliance?

GDPR requires organizations to implement “data protection by design and by default.”

This means privacy must be considered at every stage of data processing, collecting only what is necessary, protecting it through security measures, and maintaining transparency with data subjects.

What steps can organizations take to implement Privacy by Design?

To implement Privacy by Design, organizations can conduct Data Protection Impact Assessments (DPIAs), limit data collection to what is necessary, and implement appropriate access controls and encryption.

These measures demonstrate accountability and support compliance with data protection by design and by default obligations under the GDPR.