Text pests are people who use phone numbers and email addresses given in a business capacity — for instance, when somebody wants a receipt sent digitally, or after ordering food — to then contact individuals with inappropriate propositions.

Specifically, after surveying just shy of 2,300 UK adults, the commissioned research found that 17% of the public have had their personal information given for a business reason then used for a romantic or sexual proposition.

This includes 30% of 18- to 24-year-olds, 29% of 25- to 34-year-olds, and 25% of 35- to 44-year olds, highlighting how customer data isn’t being responsibly protected.

In terms of geography, London was found to be the most common geographic region where this takes place, with 33% of residents reporting that they’ve been subsequently contacted by a text pest.

While an illegal act, the survey underscored that 9% of the public think that the use of personal information provided for business reasons for romantic or sexual propositions is legal. Over half (56%) believe it to be illegal, and just under a quarter of people (24%) believe it to be neither illegal nor legal, but rather “a matter of personal judgement.”

Younger people are more likely to mistakenly believe text pesting is a legal act, with 14% of 18- to 34-year-olds believing it to be legal, compared to the 2% of those aged over 55. Further, 12% of men think it’s legal, compared to 5% of women.

Lastly, regarding morality and ethics, the survey uncovered that 66% of the public believe the use of personal information provided for business reasons for romantic or sexual propositions is morally wrong.

This is while 20% believe it to be neither morally right nor wrong, and 5% believe it to be morally right. Women are more likely to believe it is morally wrong, with 74% reporting so compared to 58% of men.

Further, older people are much more likely to believe it isn’t morally right, with 76% of those aged over 55 believing so, compared to the 57% of 18- to 34-year-olds who share the same view.

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In response to the findings, the ICO has launched a call for victims to come forward, as to help the regulator gather evidence on the impact of illegal text pesting.

Commenting on the issue, Emily Keaney — deputy commissioner, regulatory policy at the ICO — said: “People have the right to order a pizza, or give their email for a receipt, or have shopping delivered, without then being asked for sex or a date a little while later. They have a right to know that when they hand over their personal information, that it will not then be used in ways that they would not be comfortable with.

“But our research today shows a disturbingly high number of people, particularly young people, are falling prey to these text pests.

“There may be, amongst some, an outdated notion that to use someone’s personal details given to you in a business context to ask them out is romantic or charming. Put quite simply, it is not – it is against the law.

“If you are running a customer facing business, you have a responsibility to protect the data of your customers, including from your employees misusing it. We are writing to major businesses in food and parcel delivery to remind them that there are no excuses, and there can be no looking the other way.”