Since May 25, 2018, the General Data Protection Regulation (GDPR) has harmonized the rules on the processing of personal data, both private and public, across the Europe. Similar regulations have since popped up worldwide, with the US following suite with similar regulations like CCPA in California and regulations in most of the 50 US States. One of the unique aspects of these regulations, especially the EU's GDPR is it is not only directly applicable in all EU member states but anyone who does business in the EU. While the data protection laws give users new rights and control over their data this poses a huge challenge for businesses. All processes must be checked to ensure that they comply with the regulation because any violation can cause a serious fine of up to €20 million or 4% of the firm´s worldwide annual revenue, whichever is higher. In this episode we talk with Daniel Johanssen, CTO of Usercentrics on how data protection and consent regulations have developed since 2018, and what the new landscape looks like and how SMB's are adapting to GDPR legislation.