In an open letter from noyb, signed by multiple organisations, we urge the EDPB and all SAs to firmly oppose 'pay or okay' to prevent creating a substantial loophole in the GDPR. The EDPBs opinion will shape the future of data protection and the internet for years to come. It is of utmost importance that the opinion truly ensures data subjects a 'genuine and free choice' regarding the processing of their personal data.