The European Union’s new data privacy rules are set to take effect May 25 and will have broad implications for businesses across industries. Robert Laplaca of Verrill Dana discusses how the new rules will affect online sweepstakes, and he breaks down the requirements that contest sponsors must comply with.

The General Data Protection Regulation (GDPR) goes into effect May 25, with the goal of protecting European Union residents’ online personal data. Sweepstakes are all about personal data collection. Sponsors use the information to create mailing lists, generate leads and, if lucky, get free marketing from usergenerated content (cue up the Oscar Meyer wiener song that came from a jingle contest).

What does the GDPR mean for U.S. brands running sweepstakes open to our friends across the pond? And, maybe more importantly, is this a harbinger for stricter regulation of U.S.-based sweepstakes?

Originally published in Bloomberg Law on May 1, 2018.