The future of consumer data protection in the E.U. Re-thinking the “notice and consent” paradigm in the new era of predictive analytics

The new E.U. proposal for a general data protection regulation has been introduced to give an answer to the challenges of the evolving digital environment. In some cases, these expectations could be disappointed, since the proposal is still based on the traditional main pillars of the last generation of data protection laws. In the field of consumer data protection, these pillars are the purpose specification principle, the use limitation principle and the “notice and consent” model. Nevertheless, the complexity of data processing, the power of modern analytics and the “transformative” use of personal information drastically limit the awareness of consumers, their capability to evaluate the various consequences of their choices and to give a free and informed consent.