{"page":"/blog/uk-data-use-and-access-act-advertising","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Exception","Statutory text (condensed)","In force","Conditions","What it means for ad tech"],"rows":[["Consent","Sch. A1 para. 2: user gets \"clear and comprehensive information\" and \"gives consent\"; consent may be signalled by \"amending or setting controls on the internet browser\" or another application (para. 2(3))","5 Feb 2026 (restated)","Information plus consent; one consent covers repeat use for the same purpose (para. 2(2))","Remains the route for advertising cookies, IDs and pixels; browser-level choices are expressly a possible means of consent"],["Transmission","Para. 3: storage or access \"for the sole purpose of carrying out the transmission of a communication\"","5 Feb 2026 (restated)","Sole purpose","Covers network delivery, not ad decisioning"],["Strictly necessary","Para. 4(1): \"strictly necessary for the provision of an information society service requested by the subscriber or user\"; para. 4(2) examples: security of information and devices, fraud, technical faults, authentication, remembering selections","5 Feb 2026 (examples new in statute)","Necessary for the service the user asked for","Fraud example is tied to \"the service requested\"; advertising is not listed"],["Statistical purposes","Para. 5: sole purpose is statistics about how the service or website \"is used with a view to making improvements\"; data not shared except to help make those improvements","5 Feb 2026 (new)","Clear information plus \"a simple means of objecting, free of charge\"; excludes automatically emitted information (para. 5(2))","First-party analytics may qualify; data passed to ad platforms for their own use falls outside"],["Appearance and functionality","Para. 6: adapting how a website \"appears or functions\" to user preferences, or enhancing its appearance or functionality","5 Feb 2026 (new)","Clear information plus a free, simple way to object","Covers settings such as language or layout; not interest-based personalisation"],["Emergency assistance","Para. 7: locating a user who requests or needs emergency assistance","5 Feb 2026 (new)","Sole purpose","Not relevant to advertising"],["New exceptions by regulation","Reg. 6A: Secretary of State may add, vary or omit exceptions by statutory instrument","Power in force 5 Feb 2026; no instrument on 9 Nov 2026","Must consult the regulator; draft approved by both Houses","The route for any future advertising exception"]],"sourceUrls":[[],[],[],[],[],[],[]]}