“Urgent action required”, “Do you still want to hear from us?”, “We've updated our privacy policy”, “Should we stop sending you updates? If not, act now!”

    Many of us will have received emails like this during the past few weeks. Triggering this flood of emails is something called GDPR that comes into effect in just under two weeks' time. Often the emails warn that if you don't respond, you will be removed from the company's database, which raises a lot of questions. What action, if any, do you need to take? Could it affect you financially?

    GDPR, which stands for General Data Protection Regulation, has been described as the biggest overhaul（彻底检查）of online privacy since the birth of the internet. It is designed to give all EU citizens the right to know what data is stored on them and to have it deleted, plus protect them from privacy breaches（破坏）. It comes into effect on 25 May.

    The new rules encourage the requirement for explicit and informed consent before data is processed. As a result, companies and organizations around the world are contacting users to check they are happy to carry on receiving their emails.

    However, many of us seem to be going down with “GDPR fatigue（厌倦）”: one article last week claimed that the “reconfirmation rate” - the proportion of people saying they want to continue receiving a company's emails - at UK micro-businesses was averaging just 10%, which meant “they could lose 90% of their subscribers - the life-blood for their business”. So it's no wonder some firms have adopted policies such as offering to enter people into a prize draw in return for them going in and updating their communication preferences.

    The average adult is said to have about 100 “data relationships” — companies and organizations that hold our personal data. Meanwhile, the reason why the company that occasionally emails you newsletters is now asking for your consent is perhaps because you never explicitly gave it permission to send you stuff. Maybe you only get its emails because you went to an event it organized ages ago or you once downloaded something from its website. Under the new regime, that almost certainly wouldn't count as explicit and informed consent, hence it's getting in touch now.

    The bottom line is that if it is a company or organization that you want to continue hearing from, you should probably click the button or log in to ensure you keep getting its emails. If it doesn't hear from you, it may decide to take you off its database.