It was a bit of a coincidence that I got into personal data work. I was working as a lobbyist in Brussels in the late 90s and was asked to take over the lobbying activities of the pan-European direct marketing industry association FEDMA in 2000. I jumped at the chance and very quickly became fascinated by the need and use of personal data in targeted personal marketing and the respect for individuals' wishes not to be contacted. After moving to Sweden, I therefore became SWEDMA's federal lawyer for 12 years and through that work I have developed a good understanding of market law in general. After starting my own business, I came into contact with the pharmaceutical industry and their need for strong personal data protection. After the GDPR came into force, I realized that I would not have time to do all the work myself and therefore started PrivacyWorks in 2018 together with Lotta Kavtaradze and LegalWorks, a decision I have not regretted!