The term "data integrity" in database management refers to the accuracy, consistency, and reliability of data throughout its lifecycle. Maintaining data integrity is vital for ensuring that information is correct and trustworthy, allowing users and systems to rely on data for making informed decisions. Techniques used to uphold data integrity include validation rules, checksums, and implementing appropriate constraints within the database structure. Protecting data integrity also involves ensuring proper access controls and regular backups to prevent data loss or corruption.