GDPR and the UG

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Anyone who collects personal data within the University of Groningen, for instance for study, an IT project or the development of an app must follow 8 guidelines. This video provides a general explanation of these guidelines.
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"As long as there is a possibility to have the contract performed or the contracted service delivered by this controller
without consenting to the other or additional data use in question, this means there is no longer a
conditional service. However, both services need to be genuinely equivalent." What do you make of this, it is part of the article 29 working group directive on consent. Essentially, you are not able to offer a free service using advertising even if a consumer wishes to access it without offering a service which has no advertising at all. how does this not infringe on personal choice and the ability to create a contract between two or more parties?

arjunchatterjee