Hi, I'm Tony John, founder of SpiderWorks, a top digital marketing company based in the UK. As someone who’s been in digital marketing for over two decades, I’ve seen trends come and go. But few things have shaken up our industry the way data privacy laws have — especially here in the UK.

At SpiderWorks, a digital marketing company in the UK, we’ve always believed in using data responsibly. Now, with new rules coming in, it’s not just about ethics — it’s about staying compliant and competitive.

So, if you’re running ads, collecting leads, or doing anything online that involves user data, this blog is for you.

So, What’s Changing in the UK?

Since Brexit, the UK has taken its own path with data protection. We still follow the UK GDPR and the Data Protection Act 2018. But now we also have something new: the Data Protection and Digital Information Act 2025.

It’s not replacing existing laws. Instead, it updates them with some new rules marketers need to know. It also gives more power to the regulators and brings clarity on grey areas like cookies, consent, and automation.

What This Means for Me (and You)

Here’s how the law is changing and how I see it affecting what we do every day in digital marketing:

1. You Can Use More Automation, But Be Careful

The law now allows more use of automated decision-making (like using AI to approve or reject things). However, if you're using AI for decisions that affect people significantly, you must give users a chance to challenge it or ask for human help.

At SpiderWorks, we’ve started reviewing all our AI tools to make sure they’re explainable and not just black boxes spitting out decisions.

2. You Can Use ‘Legitimate Interest’ for Marketing

Here’s a win for marketers: direct marketing is now officially considered a ‘recognised legitimate interest’. That means we don’t always need consent for marketing, as long as we’re transparent and respectful.

But I still recommend getting consent wherever possible. People like knowing they’re in control.

3. Cookies Are Under the Microscope

The ICO is cracking down on confusing cookie banners. If your site doesn’t have a clear “Reject All” button or tries to trick users into accepting tracking, it’s time to fix that.

We’ve helped several clients redesign their banners to meet the new standards. A good cookie banner not only keeps you compliant, it also builds trust.

4. You Must Handle Complaints Internally First

Before users go to the regulator, they must complain to your business first. That means having a proper system in place, even something as simple as a feedback form on your website.

We’ve built one for SpiderWorks, and we’re helping our clients add similar complaint mechanisms to their platforms.

5. Penalties Just Got Bigger

Breaking marketing or cookie rules under PECR can now lead to GDPR-sized fines, up to 4% of your global turnover. That’s huge. It means email spam or shady cookie practices could seriously cost your business.

How I’m Helping Clients Adapt

With all these changes, we’ve had to update how we work at SpiderWorks, not just for ourselves, but for the clients who trust us as their SEO company in the UK.

Here’s what we’re doing (and what I recommend for you, too):

Do a Full Data Check-Up

We run audits to see what data a business collects, how it's used, and where it's stored. You can’t stay compliant if you don’t know what’s happening under the hood.

Fix Privacy Policies and Cookie Notices

Your privacy policy should be clear, friendly, and easy to find. We help clients rewrite theirs in plain language that actually makes sense to users.

Get Serious About First-Party Data

Third-party cookies are dying. We focus more on first-party data strategies, like newsletters, loyalty programs, gated content, and quizzes, to build relationships directly with users.

Use Consent Management Platforms (CMPs)

CMPs make it easier to track and manage consent preferences. We’ve been setting these up for clients so they’re ready if regulators come knocking.

Train Your Team

Everyone who touches user data, from marketers to developers, needs to know the new rules. We do regular training to keep everyone at SpiderWorks informed.

What About Data from the EU?

One thing to watch: the EU is reviewing the UK’s adequacy status this year. That means it’s checking if UK data laws are still strong enough for safe data transfers.

Some of the new UK changes (like easing data transfers to more countries) might make the EU nervous. So, if your business also handles EU data, it might be wise to stick to EU GDPR standards just to be safe.

Dig deep:Email Marketing for Small Businesses in the UK: What Works in 2025

Why SEO and Data Privacy Go Hand in Hand

At SpiderWorks, we’re known as an SEO agency in the UK. And let me tell you, data privacy and SEO are more connected than you might think.

If your site has slow-loading cookie banners or broken consent flows, your Core Web Vitals take a hit. If users bounce because they don’t trust your privacy setup, your rankings suffer.

That's why part of our SEO services in the UK now includes privacy audits. Because good SEO isn’t just about keywords, it’s about experience and trust.

Turning Compliance into Opportunity

This new law isn’t here to stop us. It’s here to guide us.

It’s telling us to be more transparent, more respectful, and more thoughtful with how we use people’s data. And honestly, that’s how digital marketing should be anyway.

If you're a business owner, marketer, or just someone trying to understand what all this means, my advice is simple: don’t panic. Get informed. Take small steps. And surround yourself with people who understand the space.

At SpiderWorks, we’re here to help you every step of the way.

Whether it’s rebuilding your email strategy, updating your website, or ensuring your analytics are compliant, we’ve got your back.

Let’s embrace these changes Together.