Organizations must take every reasonable step to ensure the data processed is accurate and, where necessary, kept up to date. Reasonable measures should be understood as implementing processes to prevent inaccuracies during the data collection process as well as during the ongoing data processing in relation to the specific use for which the data is processed. The organization must consider the type of data and the specific purposes to maintain the accuracy of personal data in relation to the purpose. Accuracy also embodies the responsibility to respond to data subject requests to correct records that contain incomplete information or misinformation.