GDPR aka General Data Protection Regulation is European legislation that is designed to force businesses to protect the privacy and data of EU citizens. Marketers shouldn't get caught unprepared like they were for the CASL (Canadian Anti-Spam Law) when it went in effect a couple of years ago.
All marketers need to start preparing now. GDPR is a complex law around privacy and the consequences of non-compliance will be severe, which can include stiff fines.