If the UK leaves the European Union without a deal on 31^st October, the free flow of data between the UK and the European Economic Area (EEA) will end and organisations dealing with EU citizens’ data must take additional steps to ensure data transfers are lawful.

In this scenario, businesses would need to resolve data transfer processes themselves.

The DMA advice follows a similar call to action from the Information Commissioner’s Office (ICO) last month.

Rachel Aldighieri, managing director of the Data & Marketing Association said: "The DMA does not believe the UK can retain its position as a global leader in data, marketing and technology if we do not have an adequacy deal on future data flows with Europe. The disruption to the free flow of data between the UK and EU would be very damaging to businesses and the UK data economy. This could have further knock-on effects on the UK public, with the possibility of jobs moving to the EU and investment also decreasing."

The DMA has released a toolkit for businesses to prepare for "a variety of Brexit scenarios", including advice on European data transfers. 

The Market Research Society’s Brexit guidance for professionals and organisations in the research and insights sector, including guidance on a ‘no-deal’ scenario, can be found in the MRS Brexit hub.