The EU’s General Data Protection Regulation (GDPR) was created to give people more control over their own data. Two months after the law became enforceable, data protection complaints have skyrocketed. However, most people believe that the regulation hasn’t affected their experience with brands.
In an August 2018 survey of 1,155 UK consumers conducted by Marketing Week and Toluna, two-thirds of respondents said that the GDPR has had no impact on their experience with brands. About half of the respondents surveyed were unsure if the companies that utilize their personal data were breaching the GDPR, which became enforceable on May 25 and stipulates that a person’s data can only be used if they give a company explicit permission.