Marketers ready to risk data rows over training

More than a third of UK marketing bosses are passing the buck to other departments when it comes to data protection issues, while others ignore the Data Protection Act altogether - with 72 per cent admitting their staff receive no training in complying with the DPA.

The findings make for alarming reading in light of tightening legislation regarding the sending of unsolicited email.

Furthermore, 77 per cent of marketing heads within 100 companies with revenues of £50m-plus, have no ISO-accredited procedures in place to ensure compliance, according to research released by CRM Technologies.

Almost one fifth of companies also freely admitted that they struggle to keep their databases legal.

Andrew Freeman, managing director at CRM Technologies, said: "Retaining control over DPA issues can be incredibly hard for some organisations. Data can be stored across disparate databases and altered or maintained by several different departments. In the absence of a single customer and prospect management system, some organisations will inevitably suffer the fines and public embarrassment associated with falling foul of the law."

One marketing boss, working in the distribution sector, told CRM Tech: "It's cumbersome to maintain a 100 per cent accurate database. It's labour-intensive and often involves other departments as well. So, I would say it's like wrestling with a small crocodile."

But while it may be cumbersome, companies can no longer risk failing to comply, with hefty fines awaiting the worst offenders.

And marketing departments shouldn't necessarily assume somebody else is going to look after the issue for them. Research last year revealed that 42 per cent of company directors are also far from compliant with the small print of the DPA.