The international law firm Taylor Wessing has been working intensively on the GDPR for more than a year. A number of queries have been reported in connection with its implementation as regards online shopping. Simply by browsing an e-shop via your mobile phone or computer, you have already provided them with valuable information about your preferences, even without making a purchase. The collection of such information is used to display so-called personalized ads, and sent not only to the e-shop but also to other entities with which the e-shop collects personal data. Guidance in this area is offered by Karin Pomaizlová, a partner of the law firm Taylor Wessing Praha.