New data protection laws are going to create a " wave of paranoia " about the use of consumer data , according to Johnny Ryan of Irish advertising company Media Fair . This isn't an entirely academic question, especially given that last year, the European Union passed a sweeping set of data privacy rules called the General Data Protection Regulation. The General Data Protection Regulation ( GDPR ) , effective in 2018 , will require all companies to ask EU users for permission to use their data for ad - targeting purposes . However , the rules may change mindsets in the ad industry , which has primarily been concerned with how it can " hoover up as much data " as possible , Ryan said . Unscrupulous practices will come under scrutiny when the GDPR comes into effect , meaning companies may focus on above - board relationships with consumers .
New data protection laws are going to create a " wave of paranoia " about the use of consumer data , according to Johnny Ryan of Irish advertising company Media Fair . The General Data Protection Regulation ( GDPR ) , effective in 2018 , will require all companies to ask EU users for permission to use their data for ad - targeting purposes . However , the rules may change mindsets in the ad industry , which has primarily been concerned with how it can " hoover up as much data " as possible , Ryan said . Unscrupulous practices will come under scrutiny when the GDPR comes into effect , meaning companies may focus on above - board relationships with consumers .