We have to be able to trust that they [customers] won’t start withdrawing consent.” 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 ( 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 " .