Monthly Archives: June 2025

How UK’s data law overhaul could reshape marketing

By Sachiko Scheuing on Small Business UK – Advice and Ideas for UK Small Businesses and SMEs

The UK’s new Data (Use and Access) Act (DUA Act) heralds a significant shift in the UK’s data protection landscape, presenting both opportunities and challenges for marketers and potentially even reshaping the marketing sector.

The DUA Act builds upon the groundwork laid by the previous Data Protection and Digital Information Bill (DPDI Bill) and aims to modernise data protection regulations in response to evolving digital landscapes.

Similar to its predecessor, the DUA Act seeks to strike a balance between protecting personal data and fostering growth and innovation. The changes come at a critical time, as industries, including the marketing and advertising sector, navigate a seismic shift in the business environment caused by rapid AI adoption.

The DUA Act promises to offer greater flexibility for marketing teams, particularly when it comes to cookie consent and the use of legitimate interest. However, for brands this means they need to consider how to effectively navigate this evolving regulatory landscape while maintaining a robust, data-driven marketing approach.

Clarifying legitimate interest

One of the most impactful changes in the DUA Act lies in a seemingly minor textual adjustment. Recital 47 of the GDPR, which

Read more...