Jan Trzaskowski is Law Professor at Copenhagen Business School and Aalborg University. For more than 25 years, he has dealt with legal and regulatory aspects of information technology with particular focus on data protection law, consumer protection law and fundamental rights. He has a keen interest in human decision-making (psychology and marketing) and the role of persuasive technology. Author of the book Your Privacy Is Important to Us! – Restoring Human Dignity in Data-Driven Marketing (www.ypii.eu).