Training Public image New research from CIM finds that peoples perception of how companies protect and use their data is at a worryingly low level F or marketers, the introduction of the General Data Protection Regulation (GDPR) has variously required systematic planning, procedural realignments, policy overhauls, the creation of new data protection roles, and the implementation of communications strategies to clarify, for consumers, just how they use and protect their data. The aim building trust. For the public, however, the picture is somewhat different. As the Facebook and Cambridge Analytica scandals demonstrated, many people were unaware of how much personal data companies might hold, and were disappointed to say the least at how it was being used. GDPR is intended to increase consumer trust in how companies protect and use their data. Could an early consequence of its adoption be that trust is actually falling? A CIM survey conducted just before GDPR was implemented in May found that the level of public understanding of data protection had gone down as the regulation was set to arrive. Almost four in 10 respondents (37per cent) said they dont trust any organisations to use their data responsibly. Levels of understanding have also gone down over the past two years. In 2016, only a third of people (31 per cent) said they did not understand where and how organisations used their personal data, compared with almost half (48 per cent) in 2018. A large majority of people (73 per cent) dont trust social media platforms, such as Facebook and Twitter, with their data. GDPRs positive effect Levels of awareness about GDPR were fairly high among the survey sample, with one in four people (39per cent) reporting that they were aware of the regulations. The research also found that the views on data protection of those who know about GDPR are different from those who do not suggesting the regulation might have a positive impact on consumer trust as awareness grows. Six in 10 people (61 per cent) who knew about GDPR said they understood how brands used their data, compared with three in 10 (30 per cent) who didnt. Three in 10 of those who knew about GDPR said they did not trust organisations to use their data responsibly, compared with four in 10 of those who did not know about GDPR. Commenting on the survey, Chris Daly, chief executive of CIM, said: Marketers have long understood that data is a crucial tool to help them reach target markets and create engaging content. However, recent scandals have heightened public concern about the abuse of personal data, and highlighted consumer uncertainty about exactly how it is used. The impact has been a decline in trust in brands. Social media platforms have taken the biggest hit, but all marketers should be concerned to prove to consumers that they take data protection seriously. There is some evidence that GDPR may help. People in our survey who had greater awareness of the regulations were more likely to say they understood data protection and trusted the organisations using their data more. GDPR should, therefore, be seen as an opportunity for responsible marketers and brands to reignite public trust and confidence. For more information about GDPR and data protection, see cim.co.uk/trust cim.co.uk/exchange