This presentation examines whether the territorial scope of the EU General Data Protection Regulation promotes European values globally. While the regulation received a lot of international attention, it remains questionable whether the integration of provisions with extraterritorial effect supports value-based policies in the long-term. When considering recent developments around the enforceability of a ‘right to be forgotten’, or the difficulties in regulating transatlantic dataflows, doubts arise as to whether unilateral standard setting does justice to the plurality and complexity of the digital sphere. We submit that extraterritorial application of European data protection law does not promote European values. Rather, it evokes wrong expectations about the universality of individual rights.