If companies have a "legitimate interest" in collecting data on YOU when YOU just said "Reject all", YOU have the legitimate right to say, "F*CK YOU!" and block them all! You know that #ePrivacy is what limits tracking and spam? It's best known for its horrible, annoying cookie banners - but it also covers fingerprinting and storing anything on a data subject's device. However, because its purpose is to ensure the privacy of communications, it doesn't prevent companies from collecting data without using these mechanisms and claiming that it is anonymous. You also know that anonymization is an evolving discipline? What used to be considered anonymous data is no longer: IP address, geolocation, browsing and search history, the combination of many attributes to form a unique identifier (like a DNA sequence), and more. That's why #advertising and #marketing professionals came up with the idea of #datacleanrooms. But don't be fooled: the anonymous data collected about you today may very well be de-anonymized in the near future. The spirit of #NoConsentNoTracking is that there is simply no such thing as anonymous, harmless data and consent must always be obtained. And for that to happen, there has to be trust and a good value proposition. Even if you lose 80% of the anonymous data you would otherwise have collected, those who agree to share their data will be as valuable, if not more so, than your most qualified newsletter subscribers. They may even be willing to provide you with more data than they otherwise would have. Treat them with respect, cherish them, listen to them, and yes, market to them! In the future, a winning #brand will be one that has a strong data ethics and privacy practice that goes beyond legal compliance. Why? Because legal compliance is about mitigating risk to the business, while a data ethics approach is about meeting the expectations of your customers. The former is a cost center, the latter increases business value. And only the latter will ensure the sustainability of the business in the long term. #GDPR #digitalmarketing