The United Kingdom Parliament is notably fast-tracking the comprehensive Data (Use and Access) Bill, a broad and significant piece of data legislation that includes specific provisions relating to the governance of Artificial Intelligence (AI) and enhanced data access rights. As reported by legal firm Osborne Clarke, the bill successfully passed key committee stages by March 26, 2025, and is widely expected to receive Royal Assent, thereby becoming law, by spring 2025. This legislation signals the UK's intent to establish its own distinct data governance framework post-Brexit, potentially diverging in some aspects from the EU's GDPR while still aiming for high standards of data protection and promoting data-driven innovation.

Government officials have indicated that while some AI-related sections of the bill might undergo further refinement or clarification during its final legislative stages, the overall bill includes substantial measures concerning digital identity verification, frameworks for secure data sharing between organizations, and specific regulations regarding the development and deployment of AI technologies. Once enacted, the Data (Use and Access) Bill will create a new set of compliance requirements for businesses operating in or handling data of UK residents. These new rules will particularly affect practices around consumer data rights, data security, and how AI systems are developed, audited, and regulated within the UK. For marketers, this impending legislation means that companies should diligently monitor the bill’s final progress and provisions, as it could impose new and potentially complex data handling rules that affect crucial marketing activities such as ad targeting, customer analytics, personalization efforts, and the ethical use of AI in marketing campaigns. Marketers who currently utilize AI for various purposes may face new obligations or increased oversight under the UK’s evolving AI provisions. Given that the UK is carving out its own path and potentially diverging from the EU's General Data Protection Regulation (GDPR) in certain areas, global brands and multinational companies are strongly advised to proactively align their privacy practices and data governance policies with these emerging UK standards now. This proactive approach will help avoid future compliance conflicts, ensure adherence to the new legal landscape, and maintain consumer trust in an increasingly data-conscious environment.