Lawful and minimal
Collect information lawfully and only what you actually need for a clear purpose. No hoarding 'just in case'.
No hoarding 'just in case' — collect only what a clear purpose actually needs.
Purpose and openness
Tell people why you're collecting their information and stick to that purpose. Be open — that's what a privacy notice is for.
To tell people openly what you collect and why — and to hold you to using it only for that purpose.
Secure and accountable
Keep information secure against loss or theft, and take responsibility for it — including data you hand to suppliers who process it for you.