The FDPIC has formulated requirements for the “use of digital campaign tools for political purposes”. This involves
[…] digital applications that political groups and interest groups use to integrate actions into their website environment, for example, and to target their planning and execution towards interactions with specific groups of people. The data required for this comes from people who have manifested an interest in certain content. By using information such as Name or email address capture and these algorithmically match their behavior as users of social media platforms, they draw conclusions about political interests and inclinations.
The use of such tools is only permissible if consent is given, which in particular must be explicit; in addition, information on certain points is required.
In this context, the FDPIC reiterates its view that the processing of personal data or personality profiles requiring special protection requires a justification:
By linking the data that data subjects leave behind on websites and social media platforms, personality profiles can also be created. If there is neither a Justification by law nor an overriding private or public interest within the meaning of Article 13 of the Federal Act on Data Protection (FADP), the processing of personal data or personality profiles requiring special protection pursuant to Article 4 paragraph 5 FADP requires a express consent of the persons concerned.
This attitude contradicts not only the concept, but also the clear wording of the FADP (Art. 12, esp. Art. 12 para. 2 lit. c FADP). Data processing is generally permissible and only inadmissible in the event of a violation of a processing principle (Art. 4, 5 and 7) or in the event of an objection (Art. 12 para. 2 lit. b). This also applies to sensitive data. A selective exception is provided for in Art. 12 Para. 2 lit. c: (Only) the Third party disclosure of sensitive data requires justification. The draft of the revised FADP does not change the fundamental freedom to process sensitive data (Art. 26 E‑DSG).