NEWS6 January 2021

Data and privacy top complaints in data and marketing sector

Data analytics News UK

UK – Data management, privacy and quality were the biggest causes of complaint against businesses in the UK data and marketing sector in the last year, according to the Data & Marketing Commission’s annual report.


Between July 2019 and June 2020, the DMC recorded 63 complaints against businesses – down from 130 in the previous 12 months.

The DMC manages complaints made against activities of Data & Marketing Association (DMA) members in relation to the organisation’s code.

Of the 23 objections involving members of the DMA, the majority of issues related to data, privacy and quality ( 62.5%).

Contractual complaints accounted for 25% and customer service comprised the remainder ( 12.5%).

The DMA referred the remaining 40 complaints to other statutory bodies as they involved organisations that are not members of the DMA.

Amerdeep Somal, chief commissioner of the DMC, said: "Underlying all the complaints that we see is the standard and quality of an organisation’s customer service. How does a business capture the right information to get to the heart of what matters to a customer, then act on this information to improve customer experience? This will be more important than ever during these challenging times."