New research findings from the DMA Group suggest that many businesses in the marketing industry are not ready for the General Data Protection Regulation (GDPR), which is due to come into force in May next year.
The research found that announcements and guidance from the Information Commissioner’s Office (ICO) and others may penalise those companies most proactive in preparing for the GDPR.
Marketers worry that the interpretation of GDPR laws will be overly strict. Just over half (54%) of businesses say they are on course or ahead of their plans to be ready for GDPR by 26th May 2018, down from 68% in February, with a further quarter of companies (24%) yet to even start a GDPR plan. Specific GDPR guidance for business, released by the ICO and others, may have caused more concern than assistance.
Awareness of the GDPR remains high at 96%, but marketers felt less personally prepared than earlier in the year, with those feeling ‘extremely’ or ‘somewhat’ prepared slipping from 71% to 61% of the total.
“Despite high levels of awareness, with a year to prepare for the new laws, the number of businesses that believe they will be ready in time has dropped to just over half,” commented Chris Combemale, CEO of the DMA Group. “Recent announcements and guidance from the ICO have caused much concern, that the interpretation of the laws is overly strict, penalising the companies most committed to best practice, honesty and transparency. What the industry needs is balanced and fair guidance from the ICO and Article 29 Working Party. With just 12 months to prepare we need this guidance urgently if we’re expected to be ready in time.”
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