Personally identifiable information (PII) refers to any data that can identify a specific individual. In 2025, with AI-enhanced profiling, expanded data collection, and increasing digital interconnectivity, the sensitivity and risk profile of PII have grown significantly.
Cybercriminals target PII to commit identity theft, social engineering, and fraud. This guide explains what is PII today, the latest threats to its security, and how organizations can protect this information across internal systems and third-party networks.
Common examples of PII:
Data controllers and data processors both have specific roles in managing how PII is collected, stored, and shared. Controllers define the purpose and means of data processing, while processors handle data on behalf of the controller. Every organization that handles PII must consider its responsibilities under these definitions.
Key motivations for PII theft include:
Key controls include:
Data protection officers (DPOs) play a critical role in ensuring that these activities comply with global data privacy laws and regulations.
Best practices include:
Relevant frameworks include:
Key zero trust controls include:
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Cybercriminals target PII to commit identity theft, social engineering, and fraud. This guide explains what is PII today, the latest threats to its security, and how organizations can protect this information across internal systems and third-party networks.
What Is Considered PII in 2025?
PII includes both direct and indirect identifiers. It also can cover context-dependent data that can identify a person when combined with other information about an individual.Common examples of PII:
- Full name
- Email address
- Social Security Number (SSN)
- Passport or driver’s license number
- Phone number
- Bank or credit card numbers
- Biometric data (fingerprints, facial recognition)
- Geolocation data
Data controllers and data processors both have specific roles in managing how PII is collected, stored, and shared. Controllers define the purpose and means of data processing, while processors handle data on behalf of the controller. Every organization that handles PII must consider its responsibilities under these definitions.
Why Is PII a Top Target for Cybercriminals?
PII is valuable to criminals because they can monetize it in multiple ways. Threat actors can sell it on the dark web, use it for identity theft and account takeovers, or craft convincing phishing campaigns targeting both individuals and companies.Key motivations for PII theft include:
- Gaining unauthorized access to financial accounts
- Submitting fraudulent tax returns or insurance claims
- Creating synthetic identities
- Conducting espionage or politically motivated targeting
Threats to PII in 2025
Threat actors update their techniques and procedures as technology evolves. Key methods of compromising PII include:- AI-powered scraping of publicly available data, including resumes, social media, and online directories
- Insider threats involving employees mishandling or stealing customer information
- Third-party breaches, when hackers compromise vendors holding sensitive data
- Internet of Things (IoT) and mobile device tracking, which expose behavioral and geolocation data
- Deepfake-based social engineering, where hackers can leverage stolen PII to impersonate executives or customers
How to Secure PII Within the Enterprise
Securing PII requires a multi-layered approach that incorporates governance, technology, and employee awareness. It must align with data protection principles and uphold compliance with regional data protection laws.Key controls include:
- Data classification: Clearly define and label PII across systems
- Encryption at rest and in transit: Ensure sensitive data is unreadable to unauthorized users
- Access control and least privilege: Limit data access based on role, time, and necessity
- Data loss prevention (DLP): Use DLP tools to detect and block unauthorized data movement
- Security awareness training: Teach employees how to handle, store, and share PII securely
Data protection officers (DPOs) play a critical role in ensuring that these activities comply with global data privacy laws and regulations.
Managing PII Across Third Parties
Organizations rarely manage all PII in-house. Vendors, partners, and service providers frequently process personal data on behalf of enterprises, which creates a broader attack surface. Managing third party risk management is crucial to protect data across interconnected environments.Best practices include:
- Conduct vendor security assessments before onboarding
- Require contractual obligations for data protection and breach notification
- Continuously monitor third-party cyber hygiene
- Audit data flows to understand where and how PII is processed externally
- Require compliance with regulations and demonstrate that data protection impact assessments are completed
Regulatory Landscape for PII in 2025
PII is at the center of most global data privacy regulations. In 2025, updated and emerging frameworks continue to define strict requirements for data controllers, processors, and data subjects.Relevant frameworks include:
- GDPR: Requires data minimization, consent, breach notification, and accountability for how organizations protect data
- California’s CPRA: Adds sensitive PII categories and enforcement mechanisms
- NIST 800-53 Rev. 5: Provides detailed controls for federal and enterprise environments
- ISO/IEC 27701: Privacy extension to ISO 27001, focused on PII controllers and processors
How PII Leaks Impact Business Resilience
Beyond compliance, mishandling personal data can damage trust, erode customer loyalty, and trigger downstream incidents. A data breach involving personal data often results in:- Notification costs and legal liabilities
- Regulatory audits and settlements
- Loss of contracts or clients
- Negative media coverage and reputational loss
PII Protection in a Zero Trust Model
Zero trust architecture is increasingly essential for protecting PII across hybrid and multi-cloud environments. Alone, it can’t prevent all attacks. But it assumes no implicit trust and requires verification at every access point.Key zero trust controls include:
- Identity verification with multi-factor authentication (MFA)
- Microsegmentation of sensitive data environments
- Ensure only trusted endpoints connect
- Continuous monitoring for anomalous access patterns
Building a Future-Proof PII Protection Strategy
As the definition and value of personally identifiable information continue to evolve, so must the data protection strategies designed to defend it. Organizations that invest in protecting PII—through robust third party risk management, governance, and security—build trust and resilience. Elevate Your Cybersecurity Strategy with MAX Leverage SecurityScorecard’s MAX to gain unparalleled visibility into your nth party ecosystem. Our managed service not only identifies vulnerabilities but also provides remediation support, ensuring your supply chain remains secure and compliant.🔗 Explore MAX
What counts as PII in 2025?
u003cspan style=u0022font-weight: 400;u0022u003ePII can include names, contact details, biometric data, and behavioral information that can identify an individual, especially when combined with other data.u003c/spanu003e
What’s a major threat to PII today?
u003cspan style=u0022font-weight: 400;u0022u003eThird-party breaches, data sharing without controls, and insider misuse are top risks—which is only amplified with cloud adoption and remote work.u003c/spanu003e
How can companies detect if PII is compromised?
u003cspan style=u0022font-weight: 400;u0022u003eData loss prevention tools, SIEM systems, andu003c/spanu003eu003ca href=u0022https://securityscorecard.com/platform/intelligence-feeds/u0022u003e u003cspan style=u0022font-weight: 400;u0022u003ethreat intelligence feedsu003c/spanu003eu003c/au003eu003cspan style=u0022font-weight: 400;u0022u003e can detect unusual data processing or exfiltration patterns.u003c/spanu003e
