89% of consumers think it's vital to know exactly how secure their data is. Where the stats are that high, legislation is never far behind. Even with Brexit looming, the EU's General Data Protection Regulation (GDPR) will be made law in the UK on May 25, 2018 and we need to be ready. GDPR will replace the existing Data Protection Act. Every business handling personal data will be accountable for any misuse and the stringent new requirements are backed by some hefty fines for non-compliance. Companies need to make sure that data is only collected when there is a genuine reason, that it is stored securely, and that they comply with the "right to be forgotten" clause. The issue is that GDPR is still under consultation so, for now, there is still much uncertainty about how marketers are going to have to change to comply with new rules.
