The General Data Protection Regulation ( 2016 ) , which comes into force on 25 May , is more of an evolution than a revolution to marketers who are already adapting their data - sharing approach . Adidas allows customers to choose which information they share via an opt in / out system on its site , while eBay will receive new information with a GDPR risk assessment before onboarding . However , more work needs to be done , as the Information Commissioner Elizabeth Denham revealed " a lot of energy and effort is being spent trying to find a way to avoid consent " .
The General Data Protection Regulation (GDPR), which comes into force on 25 May, is more of an evolution than a revolution to marketers who are already adapting their data-sharing approach. Adidas allows customers to choose which information they share via an opt in/out system on its site, while eBay will vet new partners with a GDPR risk assessment before onboarding. However, more work needs to be done, as UK Information Commissioner Elizabeth Denham revealed "a lot of energy and effort is being spent trying to find a way to avoid consent".