Tuesday, June 25, 2024
CFM1100x220
MT2.1100x220
DigitalSelect1100x220
MediaXO.1100x220
    CFM1100x220
    MT2.1100x220
    DigitalSelect1100x220
    MediaXO.1100x220

    … while more than a third of UK consumers say they will exercise right to be forgotten under GDPR

    More than a third (34%) of UK consumers say they plan to exercise their right to be forgotten when the General Data Protection Regulation (GDPR) comes into force on May 25, according to new research from the7stars, the UK’s largest independent media agency.

    The research shines a spotlight on concerns around data protection and privacy among the British public, with only one in five (19%) confident their personal data is used in the best possible way by business, and GDPR prompting a further three in five (58%) to question how much data businesses hold on them.

    The findings are from the latest wave of The QT, a consumer confidence and attitude tracking study conducted on a quarterly basis by the7stars. The research also highlights a lack of knowledge among consumers of the changes being ushered in by the regulation, with only one in four (27%) of respondents agreeing they have an understanding of what GDPR is and how it affects them.

    Poor understanding of the regulation is further underscored by the fact that 75% of respondents believe the UK government needs to make clear what GDPR is and how it is going to affect the British public before it is implemented. This view was particularly acute among those aged 65 and over (88%).

    Despite the concerns Brits have generally about data protection and privacy, 58% of respondents think the regulation is a positive step towards protecting their data and privacy, with Londoners the most positive (65%).

    Businesses could also see a benefit, with 32% of customers saying they will trust brands more with their data as a result of the implementation of the regulation. This view was notably higher among those aged 18-24 (40%).

    Frances Revel of the7stars explains: “With ‘Implementation Day’ now less than 100 days away, time is running out fast for brands, advertisers and marketers to get their data ducks in a row. Given the importance of data to business operations, the fact that over a third of people are looking to exercise their right to be forgotten represents a real threat that cannot be ignored. However, there is still time for Government and brands to come together to tackle consumer concerns around data protection and privacy head on, and the brands who get this right stand to gain the most.”

    Related Articles

    Subscribe to our newsletter

    To be updated with all the latest news, offers and special announcements.

    24 Seven 600x500
    MobileArts600x500
    Evina 900x750
    SeriouslyFresh 600x500