Personal data by user to be seen as payment (in kind) for an electronic service?

Electronic services in exchange for the possibility of using the personal data
Does the transfer of personal data by the customer represent consideration?
VAT Committee working paper no.958 excluded the relevance of VAT in all these cases
The circumstance that the information has an economic value is not sufficient to suggest that the service received in exchange was provided for consideration
There is no direct link if the quantity or quality of personal data transferred will not affect provision of the (electronic) services
This could change in light of Directive 2019/770 / EU (protection of consumers) as this compares digital services for consideration with those in exchange for the user’s personal data