What is a direct consequence of non-compliance with GDPR for advertisers?

A direct consequence of non-compliance with GDPR for advertisers is the potential for significant fines. The GDPR allows for fines of up to €20 million or 4% of the company's global annual turnover of the previous financial year, whichever is higher. In addition to fines, non-compliance can also lead to other penalties, such as orders to cease processing data, requirements to implement specific data protection measures, and reputational damage. For example, an advertiser found to be collecting and processing personal data without valid consent could face a substantial fine and be prohibited from using that data for advertising purposes.