We know the penalties could be significant. How strictly they will be applied - come May next year - is still to be seen.

Considering organisations breaching the GDPR’s guidelines will be liable to be fined €20m or four per cent of the their global turnover (whichever is greater), it may turn out that Flybe and Honda  consider themselves lucky, in hindsight.

Still... with the potential for such steep penalties, educating the entire organisation about the importance of data protection and privacy practices will be as important as any project to opt in contacts or adapt databases.

Cue shameless plug... If you're in London on 4th April, come along to our Digital Privacy in the B2B Landscape event. Along with our friends at Passle, we've pulled together a panel of experts to share their knowledge on how to get your business 'GDPR ready'. You can book your free tickets here.