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A third of Britons will exercise their right to be forgotten after GDPR

Author's avatar By Robert Jones 20 Feb, 2018
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Chart of the day: A third of British people will exercise their right to be forgotten after GDPR comes into force on May 25th, 2018.

The research, conducted by media agency The7stars, found that a third of British adults plan to exercise this right after the European Union General Data Protection Regulations (GDPR) come into force.

The survey was conducted with over 1,000 UK residents and found that 34% want to use the regulations to stop companies from using their data for marketing purposes. Data protection and privacy are clearly quite big concerns for customers.

The right to erasure of data applies to marketing data where there is "no compelling reason" (according to the ICO) for the data to be held for longer and is not required for processing, or in other words, it is no longer needed based on the fact the individual may not be using that service anymore (for example).

Less than 2 in 10 (19%) believed their data was being used in the “best possible way" and 58% questioned the amount of data that businesses currently hold.

Three quarters (75%) think it's the responsibility of the job of the government to state what GDPR means for customers and for businesses.

GDPR is being welcomed by customers, 58% are positive about GDPR, saying it's a positive step forward.  32% also say they will trust brands with their data after GDPR is in force, so it's not bad news for businesses.

In a previous post, we also report on a study which found the US is going to be compliant before the EU is. This is shown in the table below, which is taken from the blog post.


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By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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Implications of the GDPR for marketing in UK and Europe

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