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Data Protection Leader
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Volume: 15 Issue: 9
(September 2018)

behavioural advertising internet eu data reform consent lawful processing

eduardo ustaran

hogan lovells international llp


Editorial: Personalisation is the new black

Internet innovation is in a state of flux. The General Data Protection Regulation (Regulation (EU) 2016/679) (‘GDPR’) is now in place and there is a strong feeling that some serious regulatory action for misuses of digital data is forthcoming. New laws and proposals around the world - from California and Brazil to India and China - are focusing on the protection of privacy and data in the digital economy, while the slow-burning legislative process to revamp the current e-privacy framework in Europe adds to the suspense. Against this background, the commercial urge to tailor our experience of the internet to our tastes, views of the world and personalities has never been greater. It is probably not a coincidence that one of the most important strategic questions for digital businesses right now is how to justify personalisation in a world of continually evolving laws and increasingly complex rules.

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