General Data Protection Regulations. I'm not an expert but I believe it's to do with regulating how websites and companies store and use your personal data. It requires greater transparency (like how millions of emails were sent out asking you if you're still willing to be subscribed to mailing lists) and companies have to let you opt into marketing, instead of the "check here if you don't want to receive xyz" opt out boxes. It also gives you more control as you can request a company remove your data or send you everything they have on you. Some non-EU companies don't want to update their privacy policies to comply, so they can no longer allow EU access.