The GDPR's reach extends beyond the EU, affecting companies outside of Europe if they process personal data of EU citizens, particularly regarding offering goods/services or monitoring their behavior. Obligations include appointing a GDPR representative in the EU, ensuring data processing agreements are in place, and complying with consent requirements. Common challenges include understanding jurisdictional scope, implementing adequate data protection measures, and handling data subject rights requests. For further reading, check out the European Commission's official website on GDPR and articles from reputable law firms specializing in data protection.