We agree 🙂
Beyond GDPR: Is MyTerms the New Standard for Enforceable Personal Data Agreements? is a terrific new piece on MyTerms by Thomas Wieberneit in CustomerThink. A key paragraph:
"From a CX perspective, there are a number of clear positives for customers. The more than annoying banner/toggle circus that we see these days gets replaced by a cleaner privacy contract handshake, which means less consent fatigue and less friction overall. As terms are to be legible, there is a trust impact. The risk of a mismatch between what customers think they have agreed to and what they actually have agreed to, gets reduced. Lastly, there is accountability, an enforceable contract; it changes the game from blind trust to trust but verify. Talking about trust, this is an important conversion lever for businesses. Not all businesses have understood it yet, but trust is a very valuable currency. As Nitin Bajatia said in a recent CRMKonvo, the free customer is more valuable than the captive one. Yet again, too many businesses have not yet got this memo."
To answer the question in the headline, MyTerms is not "beyond" the GDPR, because the GDPR says contract is one of the six lawful bases for processing personal data. (See 1.b at that link.) It also lists consent as a lawful basis, but that is clearly a gigantic fail, for reasons Thomas gives here:
"(Unwanted) tracking on the web is still the norm although a 'consent notice' regime has been established since the EU GDPR became enforceable on May 25, 2028. MyTerms is a direct response to regime with its associated high operational cost for operators, high cognitive load for users, and weak enforcement of user intent (preference signals can be ignored).
"On top of this, many website operators and service providers still manage to keep their tracking-based advertising business running, by ignoring GDPR, by hiding behind 'legitimate interests or by simply making it very hard for people to not agree to tracking and sharing personal data."
And I do like this: "All in all, MyTerms is a great initiative by IEEE that deserves full support.
Sounds right enough
Axios: 1 big thing: 3 historic shifts. It begins,
"You can only fully understand politics, business and your own anxiety in 2026 by reckoning with the three, once-in-a-generation shifts unfolding at once, Jim VandeHei and Mike Allen write in a "Behind the Curtain" column:
- The ideologies, tactics and tone of governance.
- The lightning-fast advancements in AI.
- The overnight transformation of how our realities are shaped."


















