Consumers still concerned about data privacy and accuracy - Direct Marketing Commission

Mark Johnson's picture
by Mark Johnson

Issues around data, privacy and its accuracy are the biggest concerns for consumers, according to the DM Commission’s Annual Report. 

In a year that saw the introduction of the General Data Protection Regulation (GDPR) coming into force, the DM Commission reported a marked reduction in complaints to the Commission against businesses in the direct marketing sector – from over 200 in 2017 to just over 100 this year.

The London-based DM Commission said it investigated 27 cases involving members of the DMA in 2018. Of these, 83% related to data, privacy and quality (up from 69% last year), with the remaining complaints split between customer service (14%) and contractual (3%) issues. 

Moreover, the Commission said it referred 76 complaints against non-member organisations to other relevant statutory or self-regulatory bodies, but also reached out to the businesses involved to inform them of the complaints, remind them of their legal and regulatory duties and ask them to address the consumers’ concerns.

Impact of GDPR

Over the course of the year, the Commission board decided it was necessary to conduct formal investigations into two businesses, finding one in breach of the DMA Code. Both of these cases were looked at against the DMA Code and the guidance in place at the time of the incidents reported, so prior to the onset of GDPR in May 2018.

“This has been quite a year for anyone and everyone involved in the marketing data lifecycle”, said George Kidd, Chief Commissioner of the DM Commission, in a statement today. 

“The GDPR has put direct marketing in the spotlight as never before. The question now is ‘Has this made a difference?’ My sense is for most yes and for some no. Today most businesses understand the importance of their customer relationships and are conscious of the impact on their brands of not abiding by the new laws.”

“Sadly, there is still a dreadful minority whose whole purpose in life seems to be to ‘spam and scam’, who misrepresent themselves, mislead those they target and have no regard for the law, except perhaps if the changes really do expose them to tougher action”, Kidd added. “The GDPR should give state regulators the power to focus on those organisations that spam and scam by intent.”

Welcome to Prolific London

The new home for all the latest creative, marketing and technology news