All global brands wishing to engage with Europeans should heed the change.

However, once the new GDPR comes into full force (on May 25, 2018), the EU data protection laws will apply to the American companies, so they’ll have to comply with all the notification requirements and data storage/retention obligations.

But did you know that any brand that drops a cookie on Europeans visiting a website could fall foul?

After all, smart marketers make every effort to put the customer first.

Consumers currently lack trust when it comes to how their data is protected and used.

It’s perhaps unsurprising, then, that a survey by Unicom division Macro 4 found that nearly two-thirds (62 percent) of UK consumers would like stricter rules on data collection and the tracking of their online behavior — such as sites they visit, ads they click on and purchases they make.

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