Privacy Rights and Data Security: GDPR and Personal Data Markets

General Data Protection Regulation (GDPR)—the European Union’s data protection regulation—has two key principles. It recognizes that individuals own and control their personal (but not contractual) data in perpetuity, leading to three critical privacy rights, namely, the rights to (i) explicit consent (data opt-in), (ii) to be forgotten (data erasure), and (iii) portability (data transfer). It also includes data security mandates against privacy breaches through unauthorized access. We study GDPR’s equilibrium impact by including these features in a dynamic two-period model of forward-looking firms and consumers. Firms collect consumer data for personalization and price discrimination. Consumers trade off gains from personalization relative to potential losses from privacy breaches and price discrimination in their purchase, data opt-in, erasure, and transfer decisions. Though data security mandates impose fines on firms for privacy breaches, firms can benefit from higher opt-in given lower breach risk. Surprisingly, data security mandates can hurt consumers. The effect of privacy rights is nuanced. Since the right to opt in separates goods exchange from the provision of personal