The vast majority of event planners (90%) say they are still facing a number of challenges meeting GDPR requirements, one year after the EU data regulations first came into effect.
That’s according to a new study from Eventsforce, which found that while 81% believe they are complying with the new regulations, there are ongoing issues such as consent management, running GDPR checks with event suppliers and third-party use of attendee data.
"Our research shows that despite the ongoing challenges event organisers are facing around GDPR, the regulation has also brought about a number of positive changes to our industry, especially with regards to event marketing, data management and data security," said George Sirius, CEO of Eventsforce.
"Events are also starting to promote their data protection credentials a lot more than before in an effort to show attendees that they can be trusted with their most valuable asset – their personal information."
The study looked at what impact the legislation has had on the industry over the past 12 months, including the kind of changes organisers have had to make in the way they plan and manage events.
The findings show that 44% of respondents are now sharing a lot less data with stakeholders and suppliers (excluding hotels and venues) and another 41% have implemented more transparent and efficient processes to manage event data.
Data security is another key priority for many organisers with tighter security controls (40%) and new GDPR checks for suppliers and third parties they deal with around events (25%).
Event marketing is another important area where GDPR has made an impact, with 36% claiming the legislation has improved the quality and creativity of their communication campaigns.
The findings of the research study are based on responses from event professionals that represent corporates, associations, government, PCOs and event management agencies.
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