Among the rights included in the General Data Protection Regulation is the “right to be forgotten.” But there may be confusion as to what it means.
Here’s a clue: 34% of British consumers say: We want to be forgotten — by marketers. That’s one of the findings of a study by UK media agency the7stars.
If you take this literally, it means that over a third of the British marketplace is going to opt out. Of course, it remains to be seen whether it does, and whether American shoppers will follow suit.
Worse, from a marketing perspective, only 19% of consumers believe their data is being handled responsibly by companies. And 58% question the amount of data companies have on them.
Overall, 58% feel PR is a step in the right direction. Among Londoners, the percentage is 65%.
Not that they know what they’re talking about. Only 27% claim to have a basic understanding of the GDPR, and 75% think the UK government should do more to educate them on it, a view that was shared by 88% of those aged 65 and over.
The good news is that 32% say they will trust brands more with their data, thanks to GDPR. And 40% of those in the 18-24 age category feel that way. Still, there is a certain urgency to the discussion.
"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," states Frances Revel, associate director for insight at The7stars.
Revel adds: "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."
In another GDPR-related development, the UK’s Fundraising Regulator has amended its Code of Fundraising Practice to bring it into line with the new law, Civil Society reports.
Among other things, the revised code requires that personal data points such as wealth screening, data matching, teleappending and refusal of public information "falls under processing and that data protection rules apply."
Revel reassures marketers that "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."