Get Ready for the Data Use and Access Act 2025 with Our New Bite-Sized Guides

UK data protection is entering a new era. Thanks to the advocacy efforts we've led on behalf of our members, many of the changes we championed are now law.

With the Data Use and Access Act 2025 (DUAA) coming into effect from January 2026, bringing with it important reforms to UK GDPR and PECR, the three month countdown has begun for organisations to adapt and take advantage of the opportunities ahead.

This landmark legislation is designed to unlock innovation and drive economic growth, while maintaining robust protections for individuals’ rights. For the data and marketing industry, DUAA presents a unique opportunity to enhance customer engagement, streamline compliance, and build trust through responsible data use.

To help our members prepare, we’ve created a series of bite-sized guides; concise, practical resources grounded in the customer-first principles of the DMA Code. These guides cover both legal requirements and best practices across key areas of marketing compliance:

• The Data Use and Access Act 2025

• Legitimate Interests

• Soft Opt-In

• Third-Party Data

• Cookies

• Consent

• Automated Decision-Making

Whether you’re fine-tuning your data processing, updating your marketing strategies, or training your teams, these guides are designed to help you do data right.