Profiloitu

Profiloitu is a Finnish adjective meaning "profiled" or "profile-based" and is the past participle form of the verb profiloida. It is used to describe a person, group, or data set that has been analyzed to determine characteristics or to assign a profile, typically based on attributes such as demographics, behavior, or preferences. The term appears in marketing, information technology, journalism, and privacy contexts.

Etymology and usage: Profilointi derives from profiili (profile) with the -oida verbal suffix and the -tu past participle ending. In ordinary Finnish, profiloitu can describe someone who has been profiled, or a system that has created a profile of someone or a group. Examples include statements such as “Henkilö on profiloitu” and “Käyttäjäprofiili on profiloitu tavanomaisiin suositteluihin.”

Data protection and law: In the context of data protection, profiling (profilointi) is the automated processing of personal data to evaluate or predict aspects concerning a person, such as interests, behavior, or risk. Under Finnish and EU rules, profiling requires a lawful basis, transparency, and safeguards. Automated decisions based on profiling may be restricted, especially when they involve sensitive data, and individuals may have rights to explanations, to object, or to opt out.

Applications and concerns: Profiloitu data is widely used in marketing for segmentation, personalization, and targeted advertising, and in security and fraud detection. The practice raises privacy concerns about surveillance and discrimination, leading to calls for consent, data minimization, governance, and clear notices about profiling activities.

See also: profilointi; personal data; data protection; automated decision-making.