Article 5
Principles relating to processing of personal data
What it asks for
Personal data must be handled lawfully, fairly and openly, collected for stated purposes, limited to what is needed, kept accurate, kept no longer than necessary and kept secure. The organisation must also be able to demonstrate all of that.
For example
A shop collects an email address to send a receipt. Using the same address for a newsletter is a new purpose and needs its own justification.
How Prudence covers it
Every processing activity records its purpose, the data it uses, who it concerns and how long it is kept. The word demonstrate in Article 5(2) is the reason Prudence keeps an unalterable history of every change.
Still yours to decide: Deciding whether a purpose is fair and necessary is a management decision.