Until now, digital ethics has been a niche subject at best – mention Corporate Digital Responsibility (CDR) and you can be fairly confident that the response will be confused expressions all round. All that could be about to change, and not just because of GDPR. The focus on getting data protection right to protect individuals’ privacy has been put into sharp relief thanks to GDPR.

As the dominant search engine, with an estimated 90 percent global market share, using free personnel data for a market expansion and a profit, especially Google and Facebook are criticized and put under a question by Angela Merkel as well.

Most people have little understanding of how Google’s search engine ranks different sites, what it chooses to include or exclude, and how it picks the top results among hundreds of billions of pages. And Google tightly guards the mathematical equations behind it all — the rest of the world has to take their word that it is done in an unbiased manner.