While the EU is in the process of comprehensively reforming its data protection legal framework, another legislative proposal intends to address certain aspects of the digital economy, with a potential legal shift from the balance reached by the General Data Protection Regulation: the Proposal for a Digital Content Directive. This proposal introduces a heavily debated idea: the possibility to pay with personal data to access a service. This article analyses how data protection law and consumer law may interact for better or for worse.