When using wearables and performance data in youth sport marketing, which practice is essential to protect privacy and welfare?

• A. Consent, anonymization, data minimization, and opt-in for analytics
• B. Publicly sharing raw data with all partners
• C. Retaining data indefinitely without purpose
• D. Collecting data without notifying participants

Answer: (A)

Protecting privacy and welfare is crucial when using wearables and performance data in youth sport marketing. The best practice combines consent, anonymization, data minimization, and opt-in for analytics. This approach ensures that young athletes and their guardians explicitly agree to how data will be used, that any data that could identify a person is transformed to protect identity, and that only the least amount of data necessary is collected and retained for a defined purpose. Requiring opt-in for analytics gives participants real choice and clarity about what will be analyzed, which builds trust and supports ethical data governance. In youth contexts, obtaining appropriate consent (often involving guardians) and applying privacy-by-design safeguards are essential to protect wellbeing and comply with privacy laws.

Publicly sharing raw data with all partners exposes sensitive information and undermines trust. Keeping data indefinitely without a defined purpose increases risk and lacks accountability. Collecting data without notifying participants violates basic rights and ethical standards.