The Algemene Verordening Gegevensbescherming (AVG), known in English as the General Data Protection Regulation (GDPR), is a comprehensive data protection law in the European Union. It was implemented on May 25, 2018, to enhance individuals' control over their personal data and to simplify the regulatory environment for international business by unifying data protection laws across the EU. The AVG establishes strict guidelines for the collection, storage, and processing of personal data. It requires organizations to obtain explicit consent from individuals before using their data and grants individuals rights such as access, rectification, and erasure of their personal information.