Companies found to be in violation of the GDPR face a fine of €20 million ($22.1 million) or 4% of global revenues (whichever is greater). While the potential fines are worrisome, it’s not like the surveyed marketers were in a full-on panic. About six in 10 were slightly or somewhat concerned about their vendors exposing them to legal risks. Just 9% were extremely concerned.
The survey’s results allude to how the GDPR is creating logistical hurdles for marketers. Many feel that it’s not enough to merely have their own data in check. It’s also necessary to get their tech partners aligned with the law. But this is not an easy task to pull off because, unlike marketers, vendors often do not have direct relationships with consumers.