The ICO has confirmed that businesses do not always require consumers’ consent to process personal data contained in big data sets. The business must have a “legitimate reason” for doing so and this must not disregard the “rights and freedoms of individuals.”

The comments were contained in the ICO’s paper “Summary of feedback on Big data and data protection and the ICO response”.

https://ico.org.uk/media/for-organisations/documents/1043723/ summary-of-feedback-on-big-data-and-data-protection-and-ico- response.pdf