A majority of marketers surveyed consider their organisations are on track for GDPR ( 56%) or ahead in their plans ( 4%), according to research from the Direct Marketing Association (DMA).

However, 17% said they were falling behind on their current plans, up from 11% in May 2017.

Marketers feel more affected by the GDPR as time goes on; 42% feel their business will be ‘very affected’ by the new laws, and a further 22% feeling ‘extremely affected’.

Sixty-five per cent consider the GDPR will be a hindrance to their marketing although they understand its value – 39% agreed that the changes will improve their ability to meet customers’ needs.

Chris Combemale, CEO of the DMA Group, said: “The GDPR is a watershed moment for organisations to make data protection a core brand value, placing respect for privacy at the heart of their brand proposition.

“We should use the new laws as a catalyst to transform the way we speak to customers, making every engagement human-centric. This will enable organisations to build trusted, authentic and transparent relationships with their customers.”

The research was conducted between August and September 2017 via an online survey, completed by 197 respondents representing a range of department types, sectors and career levels.