"Data and privacy.” This will be one of the main issues of the year in the communication world. Since August the General Data Protection Law prevails. Currently, it is almost unthinkable not to include digital in marketing strategies to communicate strongly with consumers. In exchange for benefits, promotions and convenience, most people are willing to share their data with advertisers. According to McCann Worldgroup’s “The Truth about Privacy” study – that brought together 5,000 participants from generations X and Z, from five different countries - 85% of people believe that the internet is evolving faster than our ability to maintain it safe. In contrast, 64% of people are willing to share personal information.