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Zero-party data (ZPD) means a company only collects user data that is freely given. ZPD is data that a user gives you on purpose. Companies around the world are considering whether they need to collect and store any data at all. The EU's General Data Protection Regulation (GPR) and CCPA (California Privacy Act) have led to huge fines for mishandling user data. The new rules apply to any website accessible to Europeans, which means almost all of them.