Serve them right!
How come this is being presented as though it were a new problem? There's been a data protection act in Britain since, since, ..... was it 1983? I can't remember any more. That was 35 years ago, and it also contained the right to have false or outdated data deleted.
Organisations and manufacturers have been arrogantly violating this legislation for decades, since respecting it would be expensive and inconvenient, and the legislation was toothless.
Now I look forward to massive penalties to be suffered by those who've been holding unlawful backups for all these decades. It won't happen though. It never does with data protection. :-(