The industry body’s online survey of 300 respondents found that 27% of marketers had received no specific training ahead of GDPR, while over half ( 54%) felt they had received appropriate training for the new laws.

A third of those polled ( 34%) felt that more training was needed, and 68% agree that training is integral to data protection compliance.

Chris Combemale, chief executive of the DMA, said: “GDPR is a fantastic opportunity for organisations to build consumer trust and highlight to their customers the benefits of sharing their data. Organisations should use it to build a culture within their business of putting the consumer first and improving their experience.”