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New study reveals majority of events are still struggling with GDPR

A new research study from Eventsforce has found that 90% of event planners are still facing a number of challenges meeting GDPR requirements, one year after the EU data protection law first came into effect. 

Though 81% believe they are complying to the new regulation, ongoing issues include consent management, running GDPR checks with event suppliers and controlling how third parties are using attendee data.

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.

George Sirius, CEO of Eventsforce, said: “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.

“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 findings show that 44% of respondents are now sharing a lot less data with stakeholders and suppliers (ex. 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 study also investigated the challenges organisers still face in meeting GDPR requirements. Top of the list is the management of attendee consent at 36%, whilst assessing the GDPR compliance of tech providers, event agencies and suppliers is also a problem for 30% of organisers.

Other risk factors include difficulties in controlling what third parties do with attendee data (28%), not having the right processes in place to access or delete personal information (26%) and limited understanding internally of GDPR and the consequences of non-compliance (20%).