The UK’s Data (Use and Access) Act 2025 (DUAA) has received Royal Assent, introducing some changes to data protection law.
What’s interesting to us, however, are the implications for affiliate marketing; changes that could lead to a brighter future for affiliate tracking and, in turn, industry conversion rates across the board.
The Act introduces a clause allowing the collection of data “for statistical purposes about how their online service is used” without requiring prior consent. While the scope of this provision has not yet been defined in guidance or tested in practice, it has opened up a critical legal question: could some forms of affiliate tracking now fall outside the existing requirements under PECR?
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