The European Union has long been a trendsetter in privacy regulation. Its General Data Protection Regulation (GDPR) and stringent antitrust laws have inspired new legislation around the world. For decades, the EU has codified protections on personal data and fought against what it viewed as commercial exploitation of private information, proudly positioning its regulations in contrast to the light-touch privacy policies in the United States.

The new European data governance strategy (pdf) takes a fundamentally different approach. With it, the EU will become an active player in facilitating the use and monetization of its citizens’ personal data. Unveiled by the European Commission in February 2020, the strategy outlines policy measures and investments to be rolled out in the next five years.

This new strategy represents a radical shift in the EU’s focus, from protecting individual privacy to promoting data sharing as a civic duty. Specifically, it will create a pan-European market for personal data through a mechanism called a data trust. A data trust is a steward that manages people’s data on their behalf and has fiduciary duties toward its clients.