Almost a quarter of marketers could be in breach of data protection laws

Around a quarter of marketers are potentially at risk of breaking data protection laws, according to research by the Institute of Direct and Digital Marketing (IDM).

The report, unveiled at the Technology for Marketing (TFM) show in London, revealed 23.5% of marketers are using data for email personalisation that is collected via automatic methods – such as IP address tracking – rather than opt-in methods.

The majority (76.5%) of marketers are personalising emails with data collected via an opt-in method, but the worrying quarter of marketers who aren't risk breaching the new General Data Protection Regulations (GDPR) when they come into effect in May 2018.

Jane Cave, MD at the IDM, commented: “The digital world we all now live and work in has potential customer touchpoints everywhere, whether online, on your mobile or in-person. Each one of these touchpoints can create a piece of data that marketers can use to better understand their customer.

“However, unless businesses fully understand how to use this insight and the rules that govern it, they could not only upset the consumer but also be breaking the law.”