Regulation about the control of non-personal data.It states that the expanding internet of things, artificial intelligence and machine learning represent sources of non-personal data and it explicitly mentions precision agriculture. It highlights the need for more analysis to achieve a clearer distinction on personal versus non-personal farm data, which would help alleviate privacy concerns going forward. Appropriately, the new regulation emphasises the importance of self-regulation within the data economy. It encourages the development of industry-specific codes of conduct, allowing for transparent, structured and seamless sharing of data between service providers.