UK DATA PROTECTION LAW & GDPR BLOG
No Consent, No Limits? How the UK’s new Data Use and Access Act 2025 Could Let Gambling Firms Target Problem Gamblers
The UK Data (Use and Access) Act 2025 relaxes the UK GDPR’s restrictions on automated decision-making and profiling under article 22 of the UK GDPR. While intended to support innovation, it may also make it easier for gambling operators to profile users and deliver highly targeted ads without obtaining explicit consent, so long as no special-category data is processed.
This article explores how the relaxation of automated decision-making rules under the amended Article 22 of the UK GDPR could affect profiling and targeted advertising within the gambling sector.