The regulation is supposed to seek peoples' consent for their data to be held by companies and other organisations.
Personally, I've had shedloads of emails from organisations as diverse as a building firm to high end posh shop Heal's. The last time I bought anything from Heal's was over 12 years ago.
Some organisations are really taking the micky, by spinning their legal obligation into trying to make you think they're really doing you a favour.
After being told for years to be really really nervous before clicking on a link in an email, people all over the world are now being invited to set themselves up for potential cybercrookery.
Still, every cloud has a silver lining. The bright side is that by not clicking on these links, we won't be faced with storms of marketing drivel from firms we've only bought stuff from once, over a decade ago.
Another bright side is that techie people are probably making money out of the mad panic.