What legal obligation does the principle of accountability impose on advertisers processing personal data?

The principle of accountability imposes a legal obligation on advertisers processing personal data to demonstrate compliance with data protection laws, such as the GDPR. This means that advertisers must not only adhere to the requirements of these laws but also be able to prove that they are doing so. This includes implementing appropriate technical and organizational measures to protect personal data, maintaining records of processing activities, conducting data protection impact assessments where necessary, and being transparent about their data processing practices. For example, an advertiser might need to document its data security policies, demonstrate that it has obtained valid consent for data collection, and have procedures in place for responding to data subject requests.