If GDPR applies, then no one can opt out. If it doesn't apply, then an IP block is superfluous.
Whether GDPR applies is determined by Art 3 GDPR. For this, we must distinguish where the data controller is operating from. It is irrelevant where the site is hosted, but primarily relevant where the data controller (your colleague) has an “establishment”, e.g. where he resides or typically works from.
Per Art 3(1), GDPR applies to all processing activities in the context of an European establishment, regardless of where the users are.
So if your colleague were running this site from Europe, they wouldn't be able to circumvent GDPR by blocking European users. However, if your colleague is running this site from outside of Europe, then Art 3(1) doesn't trigger.
Per Art 3(2), GDPR can apply to processing activities where there is no European establishment.
There is the Art 3(2)(a) “targeting criterion”: if your colleague “offers” goods or services to people who are in Europe, regardless whether paid or gratis, then GDPR applies to all processing activities related to this offer. I'll discuss this more below.
There is also the Art 3(2)(b) criterion: if your colleague monitors the behaviour of people that occurs in Europe, then GDPR applies. For example, an app collecting geolocation information or a website creating interest profiles for ad targeting might trigger this criterion.
An IP block can help to establish that no offering/monitoring related to people who are in Europe is happening, but it might not be necessary.
It may be worth talking a bit more about the targeting criterion.
The GDPR explicitly says that mere availability of a website in Europe doesn't imply that GDPR would apply. Instead, it is necessary to establish the data controller's intention – are they soliciting users from Europe, or otherwise expecting that people from Europe might use those services? Recital 23 gives a couple of non-exhaustive factors that can be considered here, for example:
- the site uses a language or currency used in the EU but not used in the controller's own country
- the site mentions users or customers from Europe, e.g. in testimonials
This means that a lot of US websites, written in English or Spanish, only mentioning payment in USD (if any), not mentioning any European countries, will not be subject to GDPR.
Then, occasional European visitors are irrelevant. It wouldn't be necessary to IP-block potential European users. However, such an IP-based block would help establish that the data controller really doesn't intend for those services to be offered to people who are in Europe. My personal opinion is that it's wasted effort to block users from foreign countries in case their foreign laws claim to apply, but if such a block brings peace of mind that might be worth it.
While geoblocking might not be necessary, is it sufficient? There is no clear guidance on this subject, but it seems to be generally accepted that IP-based geoblocking is fine, even though it is trivially circumvented using VPN services. Of course, if a website were to block European IP addresses but were to also advertise that people in Europe can use their services via VPNs, that would probably still be an “offer” and might defeat the point of doing any geoblocking.
The Art 3(1)(a) targeting criterion is most easily applied to things like ecommerce where physical goods are shipped to the customer in return for payment – so essentially whenever the data controller participates in the EU Single Market. This is roughly similar to the concept of a Nexus in US tax law. But in principle the targeting criterion can also apply to other kinds of websites or apps such as blogs, even if they are gratis. GDPR does not just apply to for-profit commercial activity, and doesn't distinguish between controllers that are entities/LLCs and controllers who are natural persons.
Things are slightly more complicated due to the Art 3(2)(b) monitoring criterion and the pervasive use of online trackers on websites, but this aspect of the GDPR is difficult to enforce and frequently ignored.
In this answer, “Europe” means the European Union (EU), the European Economic Area (EEA), and the United Kingdom (UK). Note that countries like Norway are covered by GDPR, whereas Switzerland is not. Of course, the GDPR is not the only privacy law relevant internationally.
