Brands are wising up to the need to get consumer consent for marketing. But most are not up to speed with the GDPR, according to a study by PossibleNOW, a provider of enterprise consent services.
In contrast to 2018, when 38% of companies gathered consent, this year 64% are doing so, Yet 28% are unsure. And only 27% are compliant with GDPR — a mere 3% increase over the prior year.
What are their compliance challenges? For 44%, right to access rules are an obstacle. These require that consumers be provided with a copy of their processing upon demand.
Another 33.3% say consent management — i.e., storage and companywide distribution — creates confusion.
Jeff Jarvis, senior vice president, strategy and consulting at PossibleNOW, states that “there remains confusion around issues of regulatory compliance.” He adds that companies must be “aware of potential violations, and able to quickly adapt to ongoing legislation.”
PossibleNOW surveyed 1,300 U.S. business users of its services.