The May 2018 introduction of new privacy and electronic-communications laws in the European Union (EU) might seem like a distant concern, both geographically and temporally, for US marketers.

But Reed Freeman, a Partner at WilmerHale – a global law firm boasting 12 offices in cities from New York and Washington, DC, to Brussels and Beijing, and a blue-chip client list featuring, among others, AT&T, General Electric, and Procter & Gamble – suggested brand custodians in America cannot delay in preparing for the passage of the General Data Privacy Regulation (GDPR) and ePrivacy Regulation.

More specifically, these transformative rules – the former of which is finalized, while the latter is still being drafted – will apply to businesses on both sides of the Atlantic that engage EU residents. And Freeman used the GDPR as a case in point: "Bullet point number one: It has extraterritorial effect," he told delegates the Advertising Research Foundation's (ARF) 2017 Audience Measurement Conference.