A year into GDPR, there is much more clarity about how the regulation affects businesses, data and marketing. It is being taken very seriously, thanks to some of the fines levied against well-known organizations and as consumers become more informed. Businesses are more thoughtful about how they collect, use, store and secure data. Real balancing tests are being undertaken, not just tick-box exercises, to ensure accountability and protection of the rights of both businesses and consumers. Companies place more value on consumer opinion because they know that if they get it wrong, consumers will take note. Trust and brand loyalty will suffer, and a fine might result. GDPR means transparency is king.