To add to this, the law allows for data collection for a bunch of reasons. However, it intended to put a stop to a lot of data collection practices that were not to the benefit of the user, and informed consent is an exception to still allow for that, but only in the case that the user is actually actively OK with it. But of course, companies then started harassing users to make them agree, and the narrative arose that the EU "forced" them to do it.