GDPR: What is the channel’s role?

Years after its inception, the General Data Protection Regulation (GDPR) continues to shape the data privacy landscape, not just in Europe but globally. What was once a looming deadline has transformed into a complex and evolving regulatory reality.

For businesses in 2025, GDPR is not a finished project but a continuous journey of adaptation, particularly with the rise of new technologies and a stricter enforcement environment. This landscape presents a significant and evolving opportunity for the channel, where trusted advisors are more crucial than ever.

The new face of GDPR enforcement

The initial "orientation phase" of GDPR, characterized by a more moderate approach to fines, is definitively over. Since 2018, data protection authorities across Europe have intensified their enforcement efforts, with total fines amounting to approximately €5.65 billion by March 2025. This marks an increase of €1.17 billion from the previous year, underscoring a clear trend towards stricter enforcement.

The focus of regulators has also sharpened. While "big tech" companies have faced substantial fines, authorities are now increasingly scrutinizing various sectors.

The most common violations leading to significant penalties include non-compliance with general data processing principles and processing data with an insufficient legal basis. This demonstrates a shift from simply having a privacy policy to actively proving its implementation and effectiveness.

The channel's opportunity in a complex world

The increasing complexity of GDPR compliance, coupled with the significant financial and reputational risks of non-compliance, has created a fertile ground for the IT channel. Value-added resellers (VARs), managed service providers (MSPs), and cloud service providers (CSPs) are uniquely positioned to guide their customers through the intricacies of data protection.

For small and medium-sized businesses (SMBs) in particular, which often lack the internal resources and legal expertise of larger enterprises, the channel's role as a trusted advisor is paramount. These organizations rely on their technology partners to not only provide solutions but also to offer strategic guidance on navigating the regulatory maze.

As Daniel Solove, a renowned privacy and security law expert, argues, the burden of data privacy cannot fall on individuals alone. In his book, "On Privacy And Technology," he states, "In the digital age, individuals can't protect themselves and can't control their data. Policymakers must stop treating technology differently from everything else. Instead, they must hold the creators and users of technology accountable." This accountability extends to the entire technology ecosystem, highlighting the responsibility and opportunity for channel partners.

The impact of emerging technologies

The rise of artificial intelligence (AI) has introduced a new layer of complexity to GDPR compliance. AI systems, which rely on vast amounts of data for training and operation, present unique challenges related to data minimization, purpose limitation, and transparency. The "black box" nature of some AI algorithms can make it difficult to explain how decisions are made, a potential conflict with GDPR's requirements for transparency in automated decision-making.

This is where channel partners can provide immense value. By offering services such as Data Protection Impact Assessments (DPIAs) for AI systems, they can help customers identify and mitigate risks before they become liabilities. Furthermore, channel partners can assist in implementing "privacy by design" and "privacy by default" principles, ensuring that data protection is a core component of AI development and deployment.

Clive Mackintosh, a lawyer and data protection expert, emphasizes the proactive stance required. Speaking about new EU regulations, he noted their purpose is "to control the development of AI technologies ensuring they are proportionate to the risks they pose, in particular to health, safety, and fundamental rights as they relate to protecting an individual's rights." This highlights the need for expert guidance in a rapidly evolving technological and regulatory environment.

A move towards simplification and harmonization

Recognizing the administrative burden of GDPR, particularly on smaller businesses, the European Commission has been exploring ways to simplify the regulation. The goal is to ease the requirements for small and medium-sized enterprises without compromising the core principles of data protection. This potential simplification, however, does not diminish the need for expert advice. Instead, it creates an opportunity for channel partners to help their customers understand and adapt to the revised framework.

Inconsistent enforcement of GDPR across different EU member states has also been a point of contention, leading to legal uncertainty for businesses. There are ongoing discussions about improving the cooperation between national data protection authorities to ensure a more harmonized application of the rules.

For Caroline Stage Olsen, Denmark's Digital Minister, the objective is clear: "We don't need to regulate in a stupid way." This pragmatic approach signals a potential shift towards a more streamlined regulatory landscape, where the channel's role in providing clear and actionable advice will be even more critical.

The trusted advisor in 2025

The era of simply selling technology is over. In 2025, the channel's success hinges on its ability to act as a true partner to its customers, offering not just solutions but also strategic counsel. This means providing services like GDPR compliance audits, employee training, and guidance on navigating the complexities of international data transfers.

By embracing the role of the trusted advisor, channel partners can build stronger relationships with their clients, create new revenue streams, and differentiate themselves in a competitive market. The evolving landscape of data protection, shaped by stricter enforcement and new technologies, is not a threat but a significant opportunity for the channel to demonstrate its value and solidify its position as an indispensable partner in the digital age.