Brands failing to give consumers ID theft advice
Brands failing to give consumers ID theft adviceConsumers concerned about identity theft are being let down by companies failing to provide them with sufficient guidance on keeping their personal information safe, according to research revealed today.
Some 71 percent of the 1,000 UK adults polled by The Direct Marketing Association and Toluna QuickSurvey believe that they aren’t given enough advice on how to protect their sensitive identity data by the companies they share their details with, such as when making online purchases.
Two-thirds (66 per cent) of consumers said that being a victim of identity fraud would deter them from sharing their personal data with companies, such as for signing up for e-newsletters.
Mark Roy of the DMA's Data Council, said: "Most consumers nowadays are familiar with the problem of identity theft. But they’re always under threat of new means of unwittingly losing their personal data to criminal elements.
"Companies must support their customers to avoid this happening.”
The DMA has published a free guide on how to avoid identity theft.
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11/05/2012
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