The General Data Protection Regulation (GDPR) is a new EU law, which comes into effect in May 2018. Amongst other measures, it mandates that there must be explicit and unambiguous consent for using consumer data for marketing. It is expected to remain a requirement in the UK despite the EU Referendum result. Rather than signalling the death of marketing, the new laws will nurture a better relationship between brands and consumers, and a new life stage of maturity for User Experience (UX).