Privacy measures are embedded into the design and architecture of IT systems and business practices. These are not bolted on as add-ons, after the fact. The result is that privacy becomes an essential component of the core functionality being delivered. Privacy is thus integral to the system, without diminishing functionality.
We can all be certain of one thing — the default rules! Privacy by Design seeks to deliver the maximum degree of privacy by ensuring that personal data are automatically protected in any given IT system or business practice, as the default. If an individual does nothing, their privacy still remains intact. No action is required on the part of the individual in order to protect their privacy — it is already built into the system, by default.
The Privacy by Design (PbD) framework is characterized by the taking of proactive rather than reactive measures. It anticipates the risks and prevents privacy invasive events before they occur.
Ann Cavoukian – Privacy by Design