Efforts to update data management regulations in the European Union have been commended by experts.
The international body is looking to tighten up the law in a move that could impact on any business that operates in the region, including those from places such as the US and Asia.
According to the Market Research Society, the time is "certainly right" to improve the regulatory system, Research-Live.com reports
Barry Ryan, standards and policy manager at the group, said this is because the existing rules have been in place for two decades.
As a result, they do not reflect changes in how data is collected, stored and shared that have arisen throughout this period.
"Businesses tend to focus on data security," Mr Ryan commented.
"More can be done to bring data protection in line with best practice and raise awareness about its implications."
He added that the issue is becoming increasingly important to both members of the public and officials on the boards of companies around the world.