The GDPR rules that went into effect May 25 2018 (which, in summary, add significant rules for how you communicate with members of the European Union) tighten consent and control of communication between your company and your prospects and customers.
But that also means you will increase trust, transparency, and access to customers and prospects who reciprocate.
Yes, this means a bit more work for you in the coming weeks and probably months.
Yes, this means some of your prospects may opt out.
But frankly, only marketers with questionable business practices should be upset about this. Marketers with integrity should rejoice.