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As our world becomes increasingly data-driven, from wearable technology to smart cars, more and more personal data is being collected, processed and transferred. However there is potential for conflict between how advertisers and consumers feel about the commercialisation of personal data.

Growing consumer suspicion about how their data is being used online may explain why there has been a rise in ad-blocking technology.

As data is becoming the life blood for certain industries such as advertising, it is important for these industries to maintain their data sources and ensure that consumers are willing to share their personal data. This is where data protection laws can play a pivotal role. The objective of the Data Protection Act is the safeguarding of individuals in the processing of their personal data, which is a fundamental right of all EU citizens. Data protection laws achieve this by imposing various obligations on those who collect and use personal data, as well as granting broad rights to individuals whose data is collected.

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