ABC Corp uses a third-party provider to perform data analytics and sends the following data...

Under the Personal Information Protection and Electronic Documents Act (PIPEDA), when personal information is collected by a Canadian company and shared for purposes other than those for which the customer provided consent originally, additional consent from the customers is required. This is particularly necessary when the information is intended to be used for a new purpose, such as marketing. Therefore, if ABC Corp wishes to send the data sets to a US-based marketing partner for new uses, they must first seek additional consent from their customers, as this involves a new purpose not previously agreed upon by the data subjects. This requirement is fundamental to ensuring compliance with PIPEDA's consent principle, which mandates that consent must be obtained whenever personal information is used for a purpose not previously consented to by the individual.