GLOBAL: The European Union’s General Data Protection Regulation (GDPR) comes into force today at the same time as a new global survey points to widespread support in some non-EU countries for its provisions to be adopted.
First reported by Campaign, ad tech company Unruly polled 4,000 consumers across eight markets about the strict new rules that will govern how organisations handle consumers’ data.
Based on responses from consumers in Australia, Germany, India, Japan, Singapore, Sweden, the UK and the US, Unruly found that almost two-thirds (63%) trust brands more when they are clear about how and where their data is used.
And although only 42% across all eight markets have heard of the changes to EU legislation, a whopping 93% of consumers in non-EU countries say they would like at least one of the GDPR rules to be made effective in their country.
These include the right to see a copy of personal data at any time, the right to ask how data is being used at any time and also the right to delete the data companies have collected.
“There’s a lot of trust that needs to be built between brands and consumers globally, not just in the EU,” said Kenneth Suh, chief operating officer at Unruly.
“They really need to be providing some clarity around the data and the purposes it’s being used for,” he added. “This is all really great news for users. It’s an opportunity to get a much clearer picture and understanding of who’s collecting your data and how it’s being used.”
Not surprisingly, consumers in the EU are more aware about the changes taking effect – or have at least heard of the GDPR – but, even so, this still applies to just 58% of consumers in Germany and the UK, rising to 63% of Swedes.
Meanwhile, there continues to be widespread lack of awareness in Australia (20%), Japan (21%) and the US (26%), although consumers in India (52%) appear to be almost as knowledgeable as their European counterparts.
Turning to attitudes about social media, the survey revealed that 60% of consumers worldwide believe that more than half the news they read on social media is fake.
And two-in-five (43%) say their trust in advertising on social media has declined significantly in the last few months, including about half (51%) of British social media users.
Elsewhere, the survey found that two-thirds (67%) of consumers in Australia and Singapore want the right to delete data collected at any time – a view shared by more than half (54%) of Japanese consumers.
For marketers and those in other disciplines who still feel they to know more about the GDPR, WARC has a series of in-depth reports and guidance about its implications.
Sourced from Campaign; additional content by WARC staff