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Europe's General Data Protection Regulation kicks in this May, and it enforces a user-first, privacy-centric set of rules for the internet that is totally incompatible with the adtech industry and the ad-supported web in general (though much rides on a potentially humungous loophole).
But these rules won't just affect Europe, but all the companies that want to trade with the world's largest, richest trading block: to sell products and services in Europe, these businesses will have to adhere to European rules. The compliance is going to be expensive for some of these companies -- especially those from the poor world -- but the changes mean that people in all countries, not just the EU, may inherit a future web that rebalances the deal between surveillance capitalism and the people who function under it.
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https://boingboing.net/2018/02/03/race-to-the-top.html
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