A new study from Eventsforce has found that 80 per cent of event planner surveyed have had issues meeting the GDPR requirements which came into effect in May 2018.
The findings of the research study are based on responses from over 110 event professionals in the US and the UK and represent corporates, associations, government, PCOs and event management agencies.
The study found that, of those surveyed, four out of five were confident they were meeting GDPR requirements, and nine out of 10 said GDPR had changed the way they run events.
Much of the research centered around data and marketing, with 44 per cent of respondents saying they now share less data with third parties, and 40 per cent reporting having tighter data security checks in place.
However, only 36 per cent stated that they had improved the quality and creativity of marketing campaigns due to GDPR and 26 per cent reported collecting less data from event attendees.
When it came to the on-going challenges faced by event planners, managing privacy policies and consent came out as the top concern, just above assessing the GDPR compliance f suppliers and controlling what third parties do with data.
“Our research shows that despite the on-going challenges event organisers are still 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,” commented 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.”