Seventy-two per cent of respondents in YouGov’s Omnibus research said they had not heard of the regulation, but 40% stated they had seen media reports about “changes around rights individuals have with respect to their personal data”.

There is a lack of trust in brands, social media companies and marketers to keep personal data safe, according to the research, with 11% saying they would trust social media companies and one in 10 trusting retailers and consumer brands with their data. Only two per cent said they would trust marketing and advertising companies with their information.

The only organisations the majority of the population would trust with personal data are government institutions ( 60%), the NHS and private healthcare providers ( 60%), and banks ( 59%).

While the majority of consumers ( 58%) believe they have no choice but to hand over their data in exchange for products and services, 80% try to limit what personal information they share online or with companies. 

However, almost all respondents ( 96%) said they either don’t read all website terms and conditions, privacy policies or cookie consents, or only read some of them.