Islanders, businesses and organisations across the Bailiwick of Guernsey place a high value on protecting personal information, according to new research published by the Office of the Data Protection Authority (ODPA).
The findings demonstrate strong awareness of the ODPA and knowledge about what constitutes personal information. This general awareness is contrasted against gaps in people’s understanding of their rights and the support available to them. The survey also highlights that the adoption, potential and risks of Artificial Intelligence (AI) is at the forefront of people's minds. The greatest risks identified in the survey is online harms to children.
The 2026 Public Survey (the “Survey”) comprised two questionnaires, one for businesses and organisations and one for individuals. The ODPA would like to thank Hamilton Brooke who developed and conducted the Survey. The full Survey Report can be found below:
The consultation sought to:
- assess awareness and understanding of data protection
- measure key privacy concerns
- identify gaps in knowledge and support
- understand how organisations view the guidance and services currently available
Among businesses and organisations, awareness of data protection responsibilities was high, with 96% of respondents confident that they understand and meet their responsibilities regarding personal data.
However, businesses and organisations also highlighted a need for practical support. The most requested areas included day-to-day compliance guidance, help with new technologies including AI, templates and practical tools, and staff training.
For individuals, the Survey found similarly high levels of general awareness, with 91% of respondents reporting at least a general understanding of what personal data is. However, 44% said they were not familiar with data protection law or their rights. While encouraged by individuals’ expressed awareness of what constitutes personal data, the ODPA recognises it has further work to do to ensure Guernsey citizens are fully knowledgeable of their data rights.
Public concern was strongly focused on the real-world consequences of personal information being misused or compromised. Online harm to children emerged as the greatest concern (73% 'very concerned'), followed by hacked accounts, online scams and fraud, information being shared without permission and identity theft.
Public confidence also varied considerably between sectors. It was encouraging that the highest levels of confidence in handling personal information were found in banks and financial institutions (88%) for the private sector, and the Guernsey Police for the public sector (77%), especially given the sensitive information they manage.
The surveys highlighted AI as both an emerging opportunity and a point of concern. Four in ten responding organisations indicate the adoption AI tools, while two-thirds of individuals expressed concern about how AI may use, store or process their personal data.
In addition, 44% of organisations identified new technology, including AI, as an area where they would benefit from further support. The findings point to a growing need for practical guidance on AI governance, accountability, risk management and the responsible use of emerging technologies.
"The findings paint a positive overall picture for the Bailiwick. Islanders and organisations clearly recognise the importance of protecting personal information and understand that privacy matters in today's digital world,” said Commissioner Brent Homan.
“What stands out is that people are looking for practical support. While organisations want practical guidance that helps them apply good data protection in day-to-day situations, islanders are looking to better understand their rights.
The high level of concern around online harms affecting children and the adoption of Artificial Intelligence reflects key priorities under our three-year Strategic Plan."
The ODPA will use the results, alongside wider engagement and business intelligence, to shape future guidance, education and compliance work. This will include helping individuals understand and exercise their rights, improving awareness of the ODPA’s support and providing organisations with practical tools and guidance.
Appendix: Key survey takeaways
Individuals:
Awareness is high, but understanding of rights is less developed
- 91% reported at least a general understanding of personal data.
- 44% said they were not familiar with data protection law or their data protection rights.
Concern centres on emerging digital risks
- Online harm to children was the strongest concern, followed by hacked accounts, scams and fraud.
- 66% were concerned about how AI may use, store or process personal data.
Trust varies significantly between sectors
- Confidence was highest in banks and financial institutions, the Guernsey Police and the health sector.
- Confidence was lowest in social media platforms.
Businesses and Organisations:
Awareness and confidence are strong
- 96% were confident that they understand and meet their responsibilities regarding personal data.
- 95% were quite or very confident that they understand what constitutes personal data.
Organisations want practical support
- 53% identified practical day-to-day compliance guidance as an area where further support would be beneficial.
- 44% wanted support with new technologies, including AI.
- Templates and practical tools, staff training, breach handling and risk management were also identified as priorities.
AI adoption is growing
- 40% of responding organisations reported using AI tools.
The findings suggest a need for practical support on AI governance, accountability and responsible innovation. Keeping up with changes to data protection requirements and guidance was the most identified business challenge.
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