MAY 17, 1999, M2 Communications - A report published today
highlights
deep-seated ignorance of the new Data Protection legislation.
Commmissioned by G B Information Management, the study reveals that
three out of four UK businesses are currently unprepared for the Data
Protection Act 1998, which is expected to come into force next month.
Furthermore, 50% of company directors don't know that they will
now
be personally liable for the accuracy of their databases. Under the
new Act, if an individual successfully sues a business for misuse of
personal information or failure to provide appropriate protection,
directors of the guilty company could face trial and imprisonment.
"Our research has revealed widespread confusion about the new Act.
UK
plc seems to be remarkably nonchalant about the need for data
protection, despite the fact that it's one of the most hard hitting
pieces of legislation to affect UK businesses in years," said Iain
Johnston, managing director of GB Information Management. "The clock's
ticking and companies should seek professional advice in the coming
weeks to make sure they don't fall foul of the Data Protection
Registrar."
When it comes to verifying the accuracy of names, addresses and
telephone numbers on customer databases, 13% of companies admitted to
never ever having checked. This includes companies launched in the
70's.
UK bosses also seem oblivious to the implications of a possible
ban
on the commercial use of the Electoral Roll. Three quarters of
companies reckon a ban would have no cost implications at all on their
business - in reality, the Electoral Roll is worth 55 million overall
to UK companies per annum.
Thousands of companies throughout the UK rely on the Electoral
Roll
for targeting customers, credit screenings and call centre technology.
The direct marketing industry believes a ban on usage of the Electoral
Roll will adversely affect businesses, charities, government agencies
and consumers who will see an increase in mis-targeted mail.
GB Information Management has teamed up with Archie Norman MP
(Asda
chairman) and Charles Dunstone (Carphone Warehouse managing director)
to help promote key data issues affecting commerce. Norman and
Dunstone are guest speakers at Momentum Marketing "99 - a series of
database marketing seminars held in Edinburgh (Tues 18th May) and
London (Thurs 20th May.)
For businesses wishing to find out more about the new legislation,
GB
has set up a Data Protection Helpline on 01244 657 268. Alternatively,
companies can access www.gb.co.uk.
Notes to editors.
Research carried out by Continental Research (21-27 April '99)
The survey was conducted amongst directors of over 200 medium
and
large businesses with an annual turnover of at least 1m (Sample
source: Dun and Bradstreet)
Sample date weighted by turnover, region and Industry type to
represent the 1 14,000 UK companies with a turnover of 1m + as
estimated by the DTI
GB Information Management provides innovative software, bureau
and
consultancy services to ensure effective customer acquisition,
retention and the building of one-to-one customer relationships.
At the heart of many of today's successful marketing informal
ion
systems, GB's National Register database brings together the UK's most
powerfull datasets. Independently Acclaimed as the UK's most
definitive data source, the National Register includes the UK
Electoral Roll, Postcode Address File, ICD household and individual
lifestyle data, Address- POINT and Thomson Business Data.
Over 250 senior marketing managers and directors attended
Momentum
Marketing 98, which took place at the Royal Lancaster Hotel, London
last year. Companies represented included Bank of Scotland, One2One,
Sainsburys, Classic FM The Labour Party and Nat West Bank
Momentum Marketing is most relevant to: Directors of marketing
strategy; product, brand and product group managers; marketing
communications managers and directors; marketing and customer database
managers; heads of marketing planning; directors of communication and
call centre managers.
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(C)1994-99 M2 COMMUNICATIONS LTDCONTACT: Will Holt/Chris
Kilvington,
Consolidated
Communications
Tel: +44 (0)171 208 2723
M2 COMMUNICATIONS DISCLAIMS ALL LIABILITY FOR
INFORMATION PROVIDED WITHIN M2 PRESSWIRE. DATA
SUPPLIED BY NAMED PARTY/PARTIES.
Copyright 1999
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Mr. Yaman Akdeniz,
Director, Cyber-Rights & Cyber-Liberties (UK)
URL: http://www.cyber-rights.org
E-mail: [log in to unmask]
Read the CR&CL (UK) Reports at:
http://www.cyber-rights.org/reports/
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