More UK marketers need to comply with data collection laws

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 18, 2021, 2:38 AM UTC

Not enough marketers in the UK are complying with data collection laws which could be indicative of a “worrying inertia among marketers”, found a study commissioned by data company, fifty-five.

YouGov surveyed 500 UK marketers and found only 45% marketers observing current laws and regulations. In preparation of the cookieless web, 24% of those surveyed are developing alternative targeting plans.

Further, not many respondents are able to allow customers to opt-out of communications using a consent management tool. Only 45% respondents reported their customers being able to opt in or out.

38% of marketers reported their customers being unable to opt out and 16% aren’t sure. As per GDPR regulations, all websites in the UK must enable users to manage their consent regarding website tracking and data usage.  

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