Personally Identifiable Information Protection

Personal information is constantly being collected and stored making the protection of Personally Identifiable Information (PII) a critical concern for both individuals and organizations. 

A 2023 survey of IT security professionals’ worldwide, revealed customer PII is a top priority for protection, ranking second only to corporate assets. This underscores the importance placed on safeguarding personal data amidst growing concerns over privacy and data security.

The article explores the importance of PII protection and the measures necessary to ensure its security. We will discuss what is PII and its types of PII, the importance of protecting PII, best practices for protection, and more.

What Is Personally Identifiable Information (PII)?

Personally Identifiable Information (PII) is any information that can be used to distinguish or trace an individual's identity, either alone or when combined with other personal or identifying data. This includes information such as names, addresses, social security numbers, email addresses, and phone numbers. PII is critical in both personal and professional contexts, serving as the foundation for identity verification, communication, and financial transactions.

Types of PII

PII can be categorized as; direct and indirect identifiers, and based on sensitivity.

Direct and Indirect Identifiers

• Direct identifiers – These kind of information are unique to a person and include things like a passport number, driver's license number and biometric data like fingerprints, facial recognition. Typically, someone’s identity can be determined through a single direct identifier. For example, if someone has access to your driver's license number or your passport’s number, they can directly identify you without needing any other information.
• Indirect identifiers – These information are not unique and include more general personal details like race and place of birth. A single indirect identifier it is not enough to identify a person, to do so, a combination is needed. For example, knowing someone's zip code and job title might not be enough to identify them. However, if you also know their date of birth and gender, you might be able to narrow down the possibilities and potentially identify the person.

Sensitive PII and Non-Sensitive PII

Based on their sensitivity, PII is distinct in two types:

• Sensitive PII –This is the information that directly identifies an individual and could cause significant harm if disclosed or stolen. Examples include:
  • Social Security numbers (SSNs)
  • Unique identification numbers, such as driver's license numbers, passport numbers, and other government-issued ID numbers
  • Biometric data, such as fingerprints and retinal scans
  • Financial information, including bank account numbers and credit card numbers
  • Medical records

Sensitive PII is generally not publicly accessible, and most data privacy laws mandate that organizations protect it through encryption, access controls, or other cybersecurity measures. 

• Non-sensitive PII – Refers to personal information that, on its own, would not cause significant harm to an individual if it were leaked or stolen. Examples include:
  • A person's full name
  • Telephone number
  • IP address
  • Place of birth
  • Date of birth
  • Email address or mailing address
  • Race or ethnicity
  • Religion

Non-sensitive PII is often publicly available. Some data privacy regulations do not require the protection of non-sensitive PII, but many companies put safeguards in place anyway because criminals could cause trouble by assembling multiple pieces of non-sensitive PII.

Importance of Protecting PII

PII faces numerous threats, primarily from cyber-attacks, insider threats, and physical theft or loss. Cyber-attacks, such as phishing, malware, and hacking, are prevalent methods used by criminals to steal PII. Insiders, including employees and contractors, may intentionally or unintentionally compromise PII. Physical theft or loss of devices and documents containing PII also poses significant risks.

Protecting PII is crucial because breaches can have severe consequences: 

• For individuals, compromised PII can lead to identity theft, financial loss, and emotional distress. 
• For organizations, breaches can result in legal penalties, reputational damage, and significant financial costs. Moreover, various laws and regulations mandate the protection of PII, underscoring its importance.

Case Studies of PII Breaches

High-profile data breaches illustrate the impact of compromised PII. For instance, while not a typical traditional attack, Tesla experienced an insider threat where a former employee, against the company policy, stole around 100GB of data. This data included the PII of over 75,000 people including current and former employees’ names, contact information, etc. The employee leaked this data to a German media outlet which have assured that they will not publish the received personal data.

Another example is the major cybersecurity incident of the Office of Personnel Management (OPM) data breach. In 2015, hackers breached the OPM, exposing highly sensitive data like social security numbers on millions of government employees and contractors. This major breach raised concerns about identity theft and led to credit monitoring services for affected individuals.

Legal and Regulatory Frameworks Protecting PII

General Data Protection Regulation (GDPR)

The GDPR, implemented by the European Union (EU) in 2018, is one of the most comprehensive data protection laws worldwide. Regardless of the location, GDPR applies to all organizations that process the personal data of individuals residing in the EU. 

The GDPR mandates strict requirements for obtaining consent, transparent data processing practices, data breach notifications, and the right to erasure (or "right to be forgotten"). Non-compliance with the GDPR can result in significant fines, making it imperative for organizations to adhere to its guidelines.

California Consumer Privacy Act (CCPA)

The CCPA, enacted in 2018, is a landmark privacy law in the United States aimed at enhancing consumer data protection rights. It grants California residents greater control over their personal information held by businesses, requiring transparency regarding data collection practices and allowing individuals to opt out of the sale of their data. 

The CCPA also imposes obligations on businesses to implement reasonable security measures and provides consumers with the right to access, delete, and request information about the sale of their data.

Health Insurance Portability and Accountability Act (HIPAA)

Enacted in the United States in 1996, HIPAA is specifically focused on protecting sensitive health information. It is applicable to healthcare providers, health plans, and healthcare clearinghouses, as well as their business associates. 

HIPAA sets standards for the security and privacy of individually identifiable health information, requiring safeguards such as access controls, encryption, and regular risk assessments to protect patient data. Compliance with HIPAA is crucial for entities handling healthcare information to prevent unauthorized access and maintain patient trust.

Personal Data Protection Act (PDPA)

Enacted in Singapore in 2012, PDPA regulates the collection, use, and disclosure of personal data by organizations in the country. It establishes rules for obtaining consent, data accuracy, data protection officers, and breach notifications. 

The PDPA aims to balance individuals' privacy rights with the legitimate needs of organizations to collect and use personal data for business purposes. Compliance with the PDPA is essential for organizations operating in Singapore to ensure responsible data management practices and maintain consumer trust.

Organizations must adhere to several obligations to comply with these regulations. This includes obtaining explicit consent for data collection, ensuring data accuracy, providing individuals with access to their information, and implementing robust security measures. Failure to comply can result in severe penalties, including fines and legal actions, making it imperative for organizations to prioritize PII protection.

Best Practices for PII Protection

Here are some key best practices to safeguard PII and minimize the risk of breaches:

• Data Collection and Minimization – Organizations should limit the collection of PII to what is necessary for their operations. Collecting excessive PII increases the risk and potential impact of a breach. Anonymization and pseudonymization techniques can help protect PII by ensuring that data cannot be easily traced back to an individual.
• Data Storage and Encryption – Secure storage solutions are essential for protecting PII. Organizations should use encrypted storage, whether on-premise or in the cloud, to safeguard data. Encryption transforms data into an unreadable format, accessible only with the correct decryption key, thus, protecting data at rest and in transit.
• Access Control and Authentication – Implementing strict access controls ensures that only authorized individuals can access PII. Role-based access control (RBAC) assigns permissions based on job roles, minimizing unnecessary access. Multi-factor authentication (MFA) improves security, requiring multiple forms of verification. Regular access reviews and audits help maintain security by identifying and rectifying any unauthorized access.

Implementing a PII Protection Program

Policy Development

Organizations need comprehensive PII protection policies outlining the procedures for handling PII. These policies should be communicated to all employees through training and awareness programs, ensuring everyone understands their role in protecting PII.

Incident Response Planning

Despite best efforts, breaches may still occur. An effective incident response plan outlines the steps to take in the event of a PII breach. This includes identifying the breach, containing it, notifying affected individuals and stakeholders, and implementing measures to prevent future incidents. Clear communication strategies help manage the breach's impact on affected individuals and maintain organizational trust.

Continuous Monitoring and Improvement

PII protection is an ongoing process. Regular security assessments and audits are essential to identify vulnerabilities and areas for improvement. Organizations should stay updated with evolving threats and best practices, adapting their strategies accordingly to ensure robust PII protection.

Emerging Trends and Technologies in PII Protection

Emerging technologies offer new ways to protect PII. Artificial intelligence (AI) and machine learning (ML) can enhance threat detection by identifying patterns and anomalies indicative of potential breaches. Blockchain technology, known for its security and transparency, is being explored for secure data transactions and PII protection.

The landscape of PII protection is continually evolving. Predictions indicate stricter regulations and increased enforcement in the coming years. Organizations must stay proactive in implementing advanced security measures and adapting to new regulatory requirements. Evolving best practices and standards will guide organizations in maintaining robust PII protection in the face of emerging threats.

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Conclusion

Protecting PII is essential, especially considering that breaches are increasingly common and damaging. Organizations must implement comprehensive strategies, including data minimization, secure storage, access controls, policy development, and continuous monitoring, to safeguard PII. 

Emerging technologies and evolving regulations will shape the future of PII protection, requiring ongoing vigilance and adaptation. By prioritizing PII protection, organizations can mitigate risks, comply with legal requirements, and maintain the trust of individuals whose information they handle.

About the Author

Vlerë Hyseni is the Senior Digital Content Specialist at PECB. She is in charge of doing research, creating, and developing digital content for a variety of industries. If you have any questions, please do not hesitate to contact: support@pecb.com.