GDPR: Half of consumers to take advantage of new data protection rights

Some 48% of UK adults intend to take advantage of the new rights afforded to them under the GDPR when it's introduced next year.

A survey of more than 2000 consumers carried out by analytics provider SAS also found 15% of those polled intend to activate these rights within the first month of when the new data protection law comes into force on 25 May 2018.

The GDPR introduces a host of new and strengthened rights for individuals on how companies use and hold their personal data. These include new access rights, the right to have their data erased or corrected and the right to object to their data being processed.

The law also introduces significant penalties for organisations failing to comply with requests, including fines of up to €20 million or 4% of annual global turnover, whichever is highest.

It was predicted earlier this year that 48% of firms are not expected to meet the deadline for GDPR compliance.

The SAS research found 64% welcomed the right to obtain the data a company holds about them, 62% welcomed the right to have their data deleted, and 59% welcomed the right to rectification, to ensure their personal data is accurate and complete.

Charles Senabulya, VP and country manager for SAS UK & Ireland, said: “Finding customer zero is a huge challenge for some organisations. Personal data is often stored in thousands of databases and organisations will need to find, evaluate and categorise every piece of data relating to each customer to ensure compliance.

“Overcoming this challenge presents an opportunity for organisations as they form a new type of relationship with their customers that is bound by integrity, understanding and respect for their individual choices. We are entering a new data era that requires a firm grip on customer data. One that rewards consumers as well as protects their right to privacy."

A separate survey in May by law firm Irwin Mitchell found only a third of marketing and advertising businesses were even aware of GDPR.

Getting to grips with the GDPR: A B2B marketer’s guide

This free comprehensive guide explains what the General Data Protection Regulation (GDPR) is, how this incoming data protection law will affect your organisation, and the practical steps to take to prepare for it.

Learn how to comply with GDPR

Getting to grips with GDPR: A B2B Marketer's guide