Here’s why you really shouldn’t ignore that pop-up from Facebook

New EU privacy rules require online services such as Facebook to get consent for how personal data is accessed and shared

The Latest: Complaints vs Google, Facebook under new EU law

"If in the past you have given your consent to receive marketing emails of a company, then that consent is still valid", said Frederik Borgesius, a privacy researcher at the Free University Brussels. Facebook is no exception. Article 80 of the GDPR allows users to be represented by a non-profit association, Noyb states.

It has been impossible to avoid stories about GDPR over the last few weeks and months, and today the new rules regarding privacy and personal data come into force across the EU. "Our privacy dashboard gives users the tools they need to take control of their data", she said. And on May 23, it announced that it would start showing similar pop-ups to users outside the EU.

Had regulation like the GDPR existed before, Facebook users in the European Union would have had legal recourse to pushback against the social media network in the wake of Cambridge Analytica scandal, which led to more than 90 million Facebook users' data being compromised. Data may not be made public without explicit consent from the user.

This will enable you to reuse your data - for instance, it could help you get a better energy deal if you upload your usage data to a switching service.

Failure to report data breaches will also now carry substantial financial penalties of upto €20 million or four per cent of annual turnover, whichever is greater. One expert from the Electronic Frontier Foundation gave this example to the New York Times: "A birthday cake company needs your name to put on the birthday cake".

New EU data protection rules are likely to radically change how websites use and share personal information and track users

People will now be able to move their personal data between service providers such as WhatsApp and Facebook to rival social media platforms. "IBM has been helping our customers to be ready for GDPR, and beyond that, we are calling on the entire tech industry to adhere to principles of ensuring all AI systems are secure, transparent and keep data private".

There's also a somewhat vague category called "legitimate interests".

Another big part of the regulations is that companies must have a lawful reason for collecting or processing any data. The law, ironically enough, is about as massive as the bloated privacy policies it seeks to simplify, coming in at 261 pages that you can read for yourself, but you probably won't, which is exactly the problem with many privacy policies-beyond the "legalese" they employ that typically leaves even those who read them confused about exactly what they're agreeing to. It applies to anyone living in an European Union member country, and the legislation makes it harder for companies to collect your data without you knowing what they're using it for. One of the lawful reasons is that they've obtained consent to use it for a specific goal, but there are others like they need it to comply with legal obligations or that collecting it is in the public interest. Companies that rely on data collection are more likely to face lawsuits for not complying, especially in the early days of the law. This means we could see class actions being brought to enforce our rights under the GDPR.

Many companies have not managed to comply with the rules in time. Other companies are just telling you about their new privacy policy.

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