Despite the momentum created by the enactment of the GDPR , the ePrivacy reform has been delayed and remains under deliberation within the EU. The Finnish Presidency of the Council of the EU was still aiming to push the text of the Council of the EU across the finish line by the end of 2019 but according to latest intel the trilogue negotiations on the reform are expected to be initiated at earliest on 2021. Hence, the ePrivacy Regulation is not expected to be applied before the end of the envisaged two-year grace period around 2025. Even though the said reform continues to be postponed, there are several other factors which companies should be aware of in terms of personal data and privacy related matters. In this article, we will summarize some of the current trends and how they may affect your business.