Retailers warned about ‘slapdash’ data protection
15 November 2022
Some large retail brands are ignoring data protection laws and are “taking such a slapdash approach that they are putting customers at risk of fraud”. Two in three of 100 websites tested in a mystery shop failed to provide all the information they held on a customer.
Since 2018, all companies are legally required to provide a copy of all the personal data they store on a customer if asked.
They must reply in 30 days, or a further two months if the request is “complex”. 50 of the 100 brands provided an incomplete set of data, and 20 provided no data at all. Five brands, including Sports Direct and Superdry, simply did not reply.
Data management company Ketch carried out the research. Brands are not only risking financial penalties, but “the backlash and reputational damage as consumers switch to brands they can trust to hold their data,” it said.
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