A survey conducted by YouGov on behalf of law firm Irwin Mitchel has revealed serious confusion regarding General Data Protection Regulation (GDPR) legislation within the marketing and advertising sector, less than a year before it comes into force.
GDPR is a regulation by which the European Parliament, the Council of the European Union and the European Commission intend to strengthen and unify data protection for anybody living within the EU.
Companies not upholding legislation could face fines of 20 million euros, or 4% of a company’s global revenue.
The survey of 187 marketing and advertising companies found that 70% of those polled admitted that they wouldn’t be certain of their ability to detect a data breach, while just 37% said they would be equipped to deal with a data breach within the required three day timescale.
Only 34% of advertising firms polled said that they were aware of the GDPR directive. 17% said that they would be forced out of business if they were subject to a fine.
“These results are concerning because with next May’s deadline fast-approaching and with so much at stake, our study reveals there’s a very real possibility that a large number of marketing and advertising firms will not be compliant in time,” Joanne Bone, partner and data protection expert at Irwin Mitchell told The Drum.
“Contrary to popular belief personal data is not just consumer information. It is hard to think of a business today that does not use personal data. Whether you have employee data, customer data or supplier data – if the data relates to an individual you will be caught by the new data protection laws.”