The General Data Protection Regulation (GDPR) replaced the 1995 Data Protection Directive (95/46/EC), establishing a unified legal framework for data privacy across the European Union. It was introduced in response to the rapid digitalization of business and society, ensuring that individuals retain control over their personal information in an age of global connectivity and pervasive data collection. GDPR reflects a philosophical shift in digital governance: data protection is recognized not only as a legal obligation but as a fundamental human right under the EU Charter of Fundamental Rights (Article 8).

GDPR defines clear principles and obligations for how organizations handle personal data, emphasizing transparency, fairness, and security.

It applies to all entities operating within the EU and to those outside the EU that offer goods, services, or behavioral monitoring to EU residents, thus establishing a global standard for data privacy and compliance.

Key provisions include:

1. Explicit consent – personal data can only be processed with clear, informed, and freely given consent.

2. Right of access and rectification – individuals have the right to access their personal data and correct inaccuracies.

3. Right to erasure (“right to be forgotten”) – individuals can request the deletion of their data when it is no longer necessary or processed unlawfully.

4. Data portability – users can transfer their data between service providers.

5. Accountability and security – organizations must implement adequate technical and organizational measures to protect data.

6. Severe penalties for non-compliance – fines can reach up to €20 million or 4% of global annual turnover.

From a marketing and management perspective, GDPR has redefined the concept of data ethics. It requires companies to treat personal information not as a resource to exploit but as a relationship to protect, reinforcing consumer trust and legitimacy in digital ecosystems.

In the era of AI and personalization, GDPR functions as both a legal boundary and a moral compass, ensuring that innovation respects individual autonomy and privacy.

Organizations in sectors such as e-commerce, digital advertising, and analytics have redesigned consent mechanisms, cookie policies, and data storage systems to comply with GDPR. For example, companies like Apple and Microsoft highlight privacy as a brand value, integrating GDPR compliance into their customer experience and communication strategies.