3 Insights About GDPR, One Year Later

How has the regulation impacted consumers in the UK?

On May 24, 2018, the European Parliament and the Council of the European Union officially implemented the General Data Protection Regulation, better known as GDPR.

The regulation enforced a number of laws that aimed to protect consumers online, including requiring brands and retailers who handle consumers’ data to have opted-in permission from the shoppers in their databases to receive marketing and branded communications from them and to clearly offer the ability for consumers to opt out from having their data tracked.

Leading up to GDPR, there was widespread concern and uncertainty among brands and advertisers regarding the total impact of legislation. In particular, new guidelines surrounding consent forced marketers to review how they’d historically built their customer database, scrambling to understand which customers they could no longer market to. Many believed that decimated lists and stricter opt-in requirements would shackle email marketers, paralyzing email as a channel and dramatically stifling personalization capabilities.

A lot of attention surrounding GDPR has been on what it all means for brands and data processors. However, it’s important to remember that GDPR was intended to be a regulation for the people. As we pass the one-year anniversary, a seemingly obvious question remains unanswered: What has this meant for the people? How would consumers describe a post-GDPR world?

To find out, Wunderkind surveyed 1000 UK consumers (nationally representative) over the age of 18 about their perception of GDPR as it related to their data, their online experience, the communications they receive from brands and their level of support for the regulation.

Our findings illuminated 3 key findings:

  1. UK consumers feel positively about GDPR and generally trust companies to use their data correctly.
  2. Despite this positive sentiment surrounding GDPR, consumers haven’t noticed much of a change in their online experience or behaviors.
  3. Consumers aged 18-34 are both more aware of and more receptive to GDPR than those 44+.

Dive into each of these findings in our report, published here, and stay tuned for blogs diving into each of these findings in detail over the next few weeks.

Photo by Benjamin Davies on Unsplash


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Lucy Leonard

Lucy is Wunderkind’s Content Marketing Manager. She is a fan of the em dash, a connoisseur of 140 characters, a creator of content and a lover of words. She also hates the Oxford Comma… a lot.