Consumer champion, Which? is urging customers to set up fake email addresses to protect themselves against spam in a new report which calls for even more controls over data.

Our research shows that 23 per cent of people already do this and that this figure rises to 32 per cent amongst the B2B community. The study revealed that internet users were most likely to provide a dummy email address (a live email address expressly set up with the intention of using it for anti-marketing purposes) or will make up a name and email address when asked. The study revealed that postal addresses were the least likely to be falsified with only three per cent admitting to purposefully providing incorrect postal information to organisations.

The most at risk sectors were found to be business to business organisations, media companies (e.g. newspapers, magazines, streaming services), voucher sites, travel companies, comparison sites, data providers (such as house price aggregators) and retailers. Financial services, government and charities were found to inspire the most amount of genuine data.

The problem with fake data is that organisations waste significant amounts of their marketing budget storing, maintaining and processing this data. Irrespective of GDPR, brands are working incredibly hard to foster stronger relationships with their customers and a deluge of fake will sereve to undermine this.