What it asks for. The organisation must identify and document the purposes for processing personally identifiable information, describe them in privacy notices and policies, restrict processing to compatible purposes and monitor changes to processing.
In practice. This mirrors the GDPR purpose limitation principle. Good practice is a record of processing activities that states each purpose, review of new projects against documented purposes, and assessment of compatibility before reusing data for something new. Auditors expect the documented purposes, review records and evidence that processing changes trigger an update. Privacy impact assessments are a natural point to check purpose.
Common gaps. Data collected for one purpose is often reused for analytics, AI training or marketing without assessing compatibility. Records of purposes go stale as systems evolve.