Abstract
Abstract Nowadays, personal data is becoming both increasingly relevant and extensively shared over the internet. Individual privacy is often at risk as personal and contact information are a frequent object of commercial transactions. This situation recently triggered the implementation of a new data-protection regulation: General Data Protection Regulation (GDPR). This study analyses privacy protection from the citizens’ and consumers' points of view. The authors apply quantitative methods to primary data sampled from the population of the Czech Republic (aged 15+). Individual willingness to share personal data is evaluated along with the spectrum of situations where such data is requested and along with corresponding GDPR-related individual stances. According to the data analyzed, Czech population perceives GDPR measures as mostly useful yet somewhat bothersome. Also, individuals are not convinced that the regulation could deliver any fundamental changes to processes that involve handling of personal data. In general, respondents feel concerned by the intensification of demands for signing data sharing consents and by similar data processing interactions. However, individual levels of willingness to share various types of personal and contact information are sound and stable.
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