With the coming into effect of the GDPR on 25 May 2018, the modernisation of European privacy laws has reached a critical milestone. Businesses operating in Europe or targeting European customers now need to comply with the new regime. At stake are not only the consequences of non-compliance, but also the ability to take advantage of new technologies, data analytics and the immense value of personal information. From determining when European law applies to devising a workable cooperation strategy with national regulators, there are many intricate novelties to understand and address.