Our university Marketing / Student Recruitment team are considering publishing a future prospectus with a variety of covers each featuring a head and shoulders close up of one person e.g The person on each of the five front covers would reflect the diversity of the population. The content of the prospectus would be identical. One idea is that the marketing assistant makes a guess from the person's name and address (i.e. the information the requester provides through the online request form) as to which front cover might relate best to them i.e. gender, race. The team have asked for advice whether this is within data protection legislation. One the one hand I think it is standard marketing strategy to try to make your advertising relate to the target audience but on the other hand alarm bells of 'profiling' are in my head. The profiling would just be a guess, but I'm not sure whether this makes is better (i.e. not profiling) or worse (inaccurate). Any thoughts? Do other organisations do something similar and if so do you need to justify and document it?
Thank you
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