This is where the user fixes data that is inaccurate.
The data subject has the right to ensure that their data is up-to-date and accurate. If something has changed about their data, the organization is legally required to reflect those changes. The data could be a fixed piece of information such as an address, or it could be an interest such as political affiliation.
Why it is important for the Data Subject
This could be as simple as updating a home address to ensure that a user continues to get their mail. Or it could be more complicated like an updated preference. Either way, the user is assured that their data is accurate and complete.
What it means to the organization
Data subjects will be able, at any time and free of cost, to request to see their data and change it. The first step here is to have the user access their data via the Data Subject Access Request process.
Once the data is accessed, the company will need to develop an additional process for corrections. The company will need to determine if verification or approval by an internal employee is required to make corrections depending on the impact of the data in the field.
Real world example
A summer camp for children maintains record of medical concerns for the campers. One of the campers has a new allergy that needs to be updated in the system. The camp has decided to automate data retrieval and rectification by allowing parents to sign in to their system for authentication. The parent now has access to a page which lists all the medical data they have provided. In this case, they add the new allergy in the appropriate field and then press ‘save’ to update the information. A notification is sent to the camp administrator to let them know a change has been made.