News media more and more process personal data of news consumers to provide a personalized news selection on the news media home pages or in their apps. This article shows that the journalism provision in Article 85 of the EU General Data Protection Regulation (‘GDPR’) does not apply to the processing of personal data for news personalization. Therefore, the GDPR generally applies to such processing. This article further finds that through exercising their data protection rights, news consumers may stop personalization or change their profile on which the personalization is based, to change the content that they are being recommended. We argue that in the context of news personalization, the most important function of the GDPR is to enable news consumers to determine how they are profiled or ‘read’.