65% of UK marketers surveyed by the Direct Marketing Association consider the GDPR will be a hindrance to their marketing efforts, and more than 40% feel their organisation is not ready for the upcoming changes. The new data protection law comes into force in May 2018.
The poll revealed that 42% of marketers think their companies are going to be ‘very affected’ by the new regulations, while 22% are feeling ‘extremely affected’. However, almost four in ten (39%) respondents predict that the changes will enhance their ability to meet the needs of their customers.
More than half of marketers (56%) say their businesses are on track with the plans to be ready for the GDPR, and 4% believe they are ahead in their plans. 17% think they are falling behind on their current plans (up from 11% in May 2017). The survey also found that 15% of companies still don’t have a plan in place to deal with the new law.
The key concerns for UK companies are consent (28%) and legacy data (18%). Priorities include updating privacy policies (15%), integrating compliance systems (12%), auditing current state (12%) and data management breach processes (11%).
The research was conducted between August and September 2017 on respondents from business-to-business (B2B) and consumer-facing companies.