From recent official clarification (dated 28 Nov 2017) http://ec.europa.eu/newsroom/just/document.cfm?doc_id=48849 http://ec.europa.eu/newsroom/just/document.cf

From recent official clarification (dated 28 Nov 2017) http://ec.europa.eu/newsroom/just/document.cfm?doc_id=48849 http://ec.europa.eu/newsroom/just/document.cfm?doc_id=48849 [Example 1] A mobile app for photo editing asks its users to have their GPS localisation activated for the use of its services. The app also tells its users it will use the collected data for behavioural advertising purposes. Neither geo-localisation or online behavioural advertising are necessary for the provision of the photo editing service andgo beyond the delivery of the core service provided. Since users cannot use the app without consenting to thesepurposes, the consent cannot be considered as being freely given. [Example 6] A bank asks customers for consent to use their payment details for marketing purposes. This processing activity is not necessary for the performance of the contract with the customer and the delivery of ordinary bank account services. If the customer’s refusal to consent to this processing purpose would lead to the denial of banking services, closure of the bank account, or an increase of the fee, consent cannot be freely given or revoked. You appear to be right. GDPR effectively bans targeted ads in EU which means a significant source of revenue, enough to be fatal, is now illegal. It seems to me that EU does not like private data as payment. I wish good luck to citzens and businesses cause I certainly wouldnt/couldnt, as a business, provide EU.