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The principles of privacy protection in the era of smartphones, life in virtual reality and the big data phenomenon used to be determined by laws dating back to times when Google did not exist and Yahoo had only just been founded. The only mobile telephone network in Poland at the time had 35,000 subscribers, who used Nokia 150 models. While reality was galloping forward, the law was stagnating. GDPR had to happen — affirm Małgorzata Jankowska-Blank and Jacek Grabowski, experts at Gemius.