The findings from the agency’s quarterly quantitative survey of 1,000 people in the UK indicate that just 19% of consumers are confident that their personal data is being used in the best possible way by business.

Over half ( 58%) of those surveyed believe the regulation is a positive step towards ensuring data protection and privacy, and 32% say they will trust brands more with their data after GDPR comes into force – a figure that was higher for those aged 18-24 ( 40%).

However, the research also suggests a lack of public comprehension around GDPR, with under a third ( 27%) agreeing that they have an understanding of what it is and how it affects them.

Three-quarters ( 75%) of respondents felt that the UK government needs to clarify what GDPR is, and what its impact on the public will be, before it is implemented.

Frances Revel, associate director of insight at the7stars, said: “Given the importance of data to business operations, the fact that over a third of people are looking to exercise their right to be forgotten represents a real threat that cannot be ignored.

“However, there is still time for the government and brands to come together to tackle consumer concerns around data protection and privacy head on.”