The majority of people in the UK have a negative opinion of data collection, branding the practice ‘immoral’, a new study claims.

The research, conducted by YouGov and commissioned by creative technology agency Rehab, asked 2,091 British people on how businesses respect their personal data.

Their findings showed that 70% of UK citizens believe businesses collecting their data to be an ‘immoral’ practice.

In addition, 54% said that they are now more conscious of how their personal data is used compared to 2020. 61% said they were uncomfortable with businesses knowing their online behaviour.

Just under half – 48% – revealed that they were unaware that some businesses sell personal data they have amassed onto third parties.

Only 16% said that they thought the companies they interacted with properly understood their needs.

In its report, Rehab warned that tracking, digital advertising and cookies had contributed to damaging trust in UK companies and the practice of data collection. The company pointed to high-profile cases like the Cambridge Analytica scandal as having demonstrated how companies misuse personal data.

However, despite the unease over companies gathering and using their personal data, 39% of the respondents said that they prefer personalised online experiences, which rely on companies gathering personal data. This rose to 45% for people between the ages of 18 and 24.

Recommended

• The 11 most expensive NFTs ever sold
• Atlassian customers face lengthy disruption after cloud outage
• Easter phishing emails exploit holiday to spread Emotet

Commenting on the findings, MD for Zoho Europe Sridhar Iyengar said: “Consumers have a right to be concerned about how their data is being used. Many websites, online tools and eCommerce platforms are still deploying ‘adjunct surveillance’ tactics – that is, monitoring and mining your data without express permission – and using this stolen information to sell on to interested parties, who will likely deploy it for commercial marketing tactics, at the very least.

“Often, business services that do facilitate data mining, are doing so indirectly, via third party trackers embedded in their software or website, where they have no control over how that data is then handled, ‘secured’ or deployed.

“The reason for this is clear. Data is extremely valuable and can provide a crucial competitive advantage in today’s increasingly digital business landscape. However, consumers are evidently becoming more aware of these illegal and – we, and consumers feel according to the survey – immoral tactics, and those brands that facilitate them risk losing customers and damaging their reputation. It is vital then that third-party trackers are removed from websites, and businesses are upfront and completely transparent about any marketing tactics that capitalise on consumer data.”

Iyengar added: “Until the regulators crack down on data harvesting, consumers have a right to voice their data privacy concerns, and boycott any website which makes them feel unsafe. We feel this practice must stop in order to drive transparent and fruitful partnerships with businesses and their customers moving forwards.”

Get the latest news from DIGIT direct to your inbox

Our newsletter covers the latest technology and IT news from Scotland and beyond, as well as in-depth features and exclusive interviews with leading figures and rising stars.

To subscribe, click here.