The heavy fines everyone is fear-no getting about are a running joke now.

It took 4 years and a non-profit making lots of noise for a brazen, obvious and malicious GDPR breach to be investigated despite it being plastered on every single website out there (I’m talking about non-compliant consent popups).

To date, the accumulated fine amount over the 4 years and all fined companies is around a billion. Now lookup the profit that just one top adtech vendor makes in a year.

The spirit of the GDPR is great but its enforcement is severely lacking.