Survey: Finns do not trust companies’ data security – expert gives tips on how to check the reliability of a service

In the Digital Life survey, 61 percent of respondents were concerned about companies’ data security regarding the storage and use of personal data. In addition, 81 percent were of the opinion that companies should take greater responsibility for data security issues and data breaches. As a rule, however, the data security of Finnish companies is at a good level, according to DNA’s expert.

“Data breaches and data protection issues have been significantly visible in the media over the past couple of years. In addition, consumers’ awareness of data security challenges has increased. Because of the news coverage, some people may suspect a broader issue. In reality, data security is invested in quite well in Finland, and many companies have invested in data security and personnel data security competence in recent years,” says Kaapro Kanto, Vice President, Cybersecurity and Digital Platforms at DNA.

“At the same time, it is good to remember that consumers also have responsibility for where they provide their personal data. There are always companies where data security has not been taken care of at a sufficient level, so it is also good for the consumer to ensure that they use safe and reliable services,” says Kanto.

Check the reliability of a service

Data security issues are considered difficult and complex, but the basic level of data security in digital services can easily be checked before providing personal or payment data for their use. First, it is worth checking the address bar and whether the company operates over an encrypted connection. In this case, the address begins with HTTPS and a lock icon.

Secondly, it is worth checking the privacy policy, which should also include a description of data security. This explains how, for example, an online store protects personal data, what kind of data security practices it has, and whether external audits have been carried out or certifications granted. The privacy policy also explains what data the service or company collects about its customers, for what purposes it is collected, and where the data is stored.

“If the privacy policy does not say much or does not exist at all, alarm bells should start ringing. In addition, when paying in online stores, you should check that payment services are familiar and secure and that payment cards are verified (3DES). I would not buy from an online store where these things are not implemented,” Kanto advises.

Strong authentication or passwordless login also indicate that the service has been developed to meet modern standards.

“For companies, well-managed data protection and data security are competitive advantages that should be communicated openly to customers. The company’s website should clearly provide understandable information about the platform’s security, partners, as well as a privacy policy that includes a data security section,” says Kanto.

“Naturally, companies must also keep their systems up to date and ensure that any deviations are detected and corrected quickly. This also builds trust,” Kanto continues.

Kaapro Kanto’s guidelines for secure transactions with companies:

• Set a maximum limit for online purchases in your bank and choose a secure payment method. Favor services that have strong authentication or use password management services to create separate strong passwords for different services. Only use services and applications that are widely used and have good reviews.
• Check the background of the online store, i.e. ensure that the website contains contact details such as the company’s name, address and email, as well as a privacy policy. If an offer seems too good to be true, it is most likely a scam.
• Ensure the security of the website by checking before entering your data that the website address is in the format https:// and that there is a lock symbol in the browser address bar.

The aim of DNA’s Digital Life survey is to increase understanding of Finns’ digital lives. The survey has been conducted annually since 2013, and its target group consists of all Finns aged over 15. This year’s survey was conducted in Norstat’s online panel from 20 to 27 April, and more than 1,000 Finns participated.

Media inquiries:

DNA Corporate Communications, tel. +358 44 044 8000, communications@dna.fi