In the era of GDPR, informed users were expecting to have greater control of their data. But what they hoped for, maybe subconsciously, was that this control would not just keep their personal data safe but also improve the user experience of digital services. Fewer surprising (and not in a good way) emails; fewer creepy ads; more transparent and therefore trustworthy and, dare I say, fun-to-use websites.
However, its clear that the variety of different approaches to compliance have not produced a utopian consistency in web forms, check-boxes and privacy notices the user experience side of GDPR. Lets not wade through the finer points of the legislation again; suffice to say that some companies have let legitimate interests do more legwork than others, for better or worse, and the guidance from the ICO has not always been seen as gospel.
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