What does 'storage limitation' refer to in the context of the Data Protection Act?

'Storage limitation' in the context of the Data Protection Act refers to the principle that personal data should only be retained for as long as is necessary for the purpose for which it was collected or processed. This principle is designed to ensure that individuals' data is not kept longer than needed, thereby reducing the risk of misuse or breaches of privacy.

The correct option highlights the importance of minimizing the retention of personal data to what is essential. By adhering to this principle, organizations are encouraged to implement robust data management practices, regularly reviewing and securely disposing of data that is no longer needed for its intended purpose. This not only helps in maintaining compliance with the data protection laws but also enhances trust among individuals regarding how their data is handled.

In contrast, other options suggest practices that would violate the storage limitation principle. For example, keeping data indefinitely or for arbitrarily long periods goes against the fundamental intent of protecting personal information. Likewise, retaining data solely for marketing purposes without a clear and justified need would also contravene this key principle.