It is believed that the regulatory changes could have an adverse effect on industry growth and innovation, with DMA executive director Chris Combemale telling delegates that the industry is now in a "crucial window of opportunity" to oppose the regulation.

In an effort to help organisations, the DMA has introduced its own data protection toolkit, which is the marketing and marketing recruitment sector's first detailed guide into how laws could affect the industry.

This campaign has been led in an effort to lobby EU lawmakers to deliver a balanced regulation to protect people's data privacy rights.

Speaking at the DMA's Data Protection 2013 Conference, DMA executive director Chris Combemale explained: "Recent DMA research showed that the majority of the industry's senior executives are either unaware or lack understanding of one of the biggest long-term threats to their businesses.

"In response to this we've launched a toolkit to get to grips with potential changes to data legislation, how this could impact how we do business and how to respond to the threat."

He went on to say that all senior executives should take the time to log on, read up and write to their MEPs, as it will be the best 20 minutes they will invest this year.

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Information commissioner Christopher Graham also urged for more involvement from the industry.

"In response to this we've launched a toolkit to get to grips with potential changes to data legislation, how this could impact how we do business and how to respond to the threat.

"It must also remember that this is the crucial turning point in a long game; while there is a lot more work to do on the Regulation, the industry must engage further with legislators now," Mr Graham stated.

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