The UK government is to launch a public information campaign to increase the awareness of the importance of protecting personal data.

A series of five new TV adverts has been launched to mark the second annual data protection day, which took place yesterday.

The films - which are expected to have a lifespan of three years - aim to highlight the problems that people and firms can face if they fall victim to identity theft.

Data protection day is a Europe-wide event which seeks to encourage firms and individuals to do more to prevent unauthorised data that is stored electronically or otherwise.

It was launched in response to a 2003 study that found around half of EU citizens felt that their personal data was not adequately protected.

According to a recent survey by Connect, the two biggest IT headaches for businesses were 'everyday hassles with IT' (37 per cent) and 'security concerns' (32 per cent).