Consumers have been given new control over the way marketers access their information and communicate with them in a trial of the first-ever personal data store.

The Mydex Community Interest Company has begun trials of its personal data store (PDS), which will enable consumers to store and manage their personal details online. The individuals will be able to share the information with organisations at their own discretion in a trial which

Chris Combemale, executive director of the Direct Marketing Association (DMA), said that the scheme could have a significant impact on the way individuals and organisations communicate with one another.

“Mydex’s personal data store has the potential to have significant and wide-ranging implications for businesses and their customers,” he said.

“Both consumers and marketers stand to benefit from this initiative by enabling well-targeted marketing that’s tailored to the consumer’s stated preferences, permissions and circumstances.

“Personal data stores will help consumers have trust, confidence and control when sharing personal data with companies.”