• More than 1 in 5 say they get more unwanted marketing emails since new data privacy laws were introduced May 2018.
• Inboxes still inundated with spam as NESTA calls for more education about rights.

Six months after the General Data Protection Regulation became law in the UK on 25th May 2018, most people in the UK say it has not reduced the amount of unwanted marketing emails they receive.

The law was designed to increase the control that people have over their personal data, particularly that collected by big tech companies and internet marketing companies.

In the survey for innovation charity Nesta, 60% of respondents said that they are in no more control over the type and amount of marketing emails that they receive.

Theo Bass, a researcher at Nesta, said:

“GDPR gives a significant boost to individual rights, including the right to access personal data or to request it is deleted, but most people aren't aware of their rights or how to use them.

“The online advertising industry is structured to deliberately obfuscate how profit is being made with personal data and incomprehensible terms and conditions make it hard for people to understand what they’re agreeing to. It's not clear whether either of these are being adequately addressed in the wake of GDPR.

“More effort needs to be made to educate people about their rights over their personal data and to empower them to demand more from those who hold it.”

Nesta has assembled its top tips for consumers to protect their rights under GDPR:

1) Know your rights - There’s less information available for individuals than there is for companies but there are some good explainers online and it’s worth learning your new rights under the law.

2) Watch what you’re clicking - Under GDPR companies have to make it much clearer what you’re signing up to when you give them your email address, so have a read and don’t click on any boxes you don’t want to - they can’t force you to receive their emails just because you’ve signed up for something else they offer.

3) Find the ‘unsubscribe’ link - There should be a link to easily unsubscribe in every marketing email you receive and under GDPR companies are required to stop contacting you if you ask them too. Companies usually bury this at the bottom of an email and sometimes call it something like ‘manage my preferences’ or ‘update details’ but it has to be there and they have to do what you say.

4) Ask companies where they got your information from - If you don’t know why you’re receiving an email, you can ask the company and they have to tell you where they think they got your permission and delete any information they have on you if you ask.

5) Push back if you don’t get what you want - If a company won’t stop emailing you, correct the information it has on you, or delete it, you can complain. Data Rights Finder (www.datarightsfinder.org) is a new service from the Open Rights Group which can help you make official requests and the ICO (ico.org.uk/make-a-complaint) can guide you through making an official complaint.

Theo Bass, said:

“National regulators shouldn't pass the buck onto consumers. However it’s important that people have access to simple and actionable information about their rights. Simultaneous pressure from regulators and consumers will be important in realising the potential in GDPR to keep data hungry companies in check and maintain high data protection standards for all.”

ENDS

Press contact Will Hoyles [email protected] 07812 362714

About Nesta

Nesta is a global innovation foundation. We back new ideas to tackle the big challenges of our time, making use of our knowledge, networks, funding and skills. We work in partnership with others, including governments, businesses and charities. We are a UK charity that works all over the world, supported by a financial endowment. To find out more visit www.nesta.org.uk

Nesta is a registered charity in England and Wales 1144091 and Scotland SC042833.