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Data Use and Access Act: 10 things marketers need to know
- 30 June 2025
As the dust settles on the most significant data reform since GDPR, the UK’s Data Use and Access Act (DUAA) 2025 is set to reshape the way marketers work. After months of parliamentary debate and expert input, including figures such as Information Commissioner John Edwards and Baroness Kidron, the Act has received Royal Assent.
The government estimates the DUAA could unlock up to £10 billion in economic growth by making it easier for businesses to innovate and use data responsibly. The Act has and will be a key part of CIM's ongoing public affairs activity, allowing us to advise and support our members. As the DUAA ushers in a new era for data-driven marketing, it brings both fresh opportunities and new responsibilities. We have been tracking the DUAA Bill to update our members on its impact on marketing activities as part of our public affairs service.
Key updates from the Data Use and Access Act
Below, we break down the ten key changes and what they mean for your marketing strategy, with practical examples to help you prepare.
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Clarified use of personal data for research
The DUAA introduces clearer guidelines for using personal data in research. Marketers can now obtain ‘broad consent’ from individuals for areas of scientific research, reducing the administrative burden in some cases. Privacy notices may not be required for every research activity, streamlining compliance and enabling more agile campaign development. -
Relaxed automated decision-making restrictions
Automated decision-making is a cornerstone of modern marketing, from personalised recommendations to real-time bidding. The Act relaxes previous restrictions, allowing greater use of automation—provided robust safeguards are in place. However, special category data remains tightly protected, so marketers must tread carefully when handling sensitive information. -
Updated cookie consent requirements
Cookie management has long been a pain point for marketers. The DUAA clarifies when cookies can be used without explicit consent, particularly for statistical purposes. This change could simplify user journeys and improve data collection for performance analysis, helping marketers optimise campaigns and drive organisational growth.
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