Competition probe backs data sector

The DMA has hailed the findings of a new investigation by the UK competition authority, which rules out further legislation to govern the commercial use of consumer data.
The Competition & Markets Authority (CMA) launched an investigation into the market in January, and DMA met with CMA officials to explain how the one-to-one marketing industry uses consumer data and how both businesses and consumers benefit.
The report, published late last week, mentions the DMA-run Data Seal and the DMA Code: It said: “The DMA Code is a principles-based code that seeks to achieve a standard of behaviour beyond what is required by legislation”. The DMA research ‘Data Privacy: What the consumer really thinks’ is also cited extensively in the CMA report.
The paper is intended as a holistic review of the commercial use of consumer data. However, according to the DMA, it is clear that the CMA understands the importance of trade in consumer data to the modern economy.
The report states: “At its simplest, this transaction offers a potential ‘win-win’ scenario where consumers, firms and the economy benefit.”
However, it does recognise that rapid advancement of new technology and its complexity has left many consumers feeling disempowered or confused. It added: “The collection and use of data has become highly complex and widespread, and the nature of the transaction can be difficult for consumers to understand and engage with.”
In a blog post on the DMA webiste, external affairs executive Zach Thornton wrote: “The report is positive for the industry as the CMA clearly understands how important the commercial use of consumer data is to businesses, and the immense benefits that consumers gain from it as well. However, the CMA also have the finger on the pulse of consumers and have picked up on the common refrain, ‘I’ve lost control of my personal data’.
The DMA vowed to continue working with the CMA as the regulator advances its work in the area.