Brexit and digital marketing: What does a ‘no-deal’ mean for data?

Brexit and digital marketing: What does a ‘no-deal’ mean for data?

A lot has been said about the impact of Brexit on British businesses, but what about the data and marketing industry specifically? New insight from the DMA gives a rundown on what Brexit and a no-deal could mean for our sector, as well as how companies can prepare for the worst case.

Ahead of a Brexit Briefing (31 October), where the political landscape, meaning of potential Brexit deals and latest legal will be discussed, the DMA’s Group CEO, Chris Combemale, comments on the key issues. Chris Combemale, Group CEO of the DMA, said: “The GDPR has been implemented in the UK via the Data Protection Act 2018 which will remain the law in the UK.

However, without an adequacy agreement in place, UK businesses and other organisations would need to find an alternative route to retain the free flow of data with the EU. We believe the UK cannot retain its position as a global leader in data, technology and marketing if we do not have an Adequacy deal on future data flows with Europe.” No-deal challenges Combemale explains: “The challenges of a no-deal Brexit would be much more complicated for British businesses, however, as the disruption to the free flow of data between the UK and EU would be very damaging.

This could have further knock-on effects on the UK public, with the possibility of jobs moving to the EU and investment also decreasing.