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UK online advertisers to see relaxed cookie guidance, adtech enforcement

By Patricia Figueiredo ( July 7, 2025, 16:35 GMT | Insight) -- UK online advertisers are being consulted on changes to cookie rules and consent enforcement, following the approval last month of the Data (Use and Access) Act. The national privacy regulator is reviewing its guidance and proposing a more flexible approach for certain adtech functions. Two consultations opened today are expected to inform future legislation and guidance, and open the doors for possible exemptions from consent in future.UK publishers and adtech companies are being consulted on potential changes to cookie guidance and the enforcement of consent requirements, following the entry into force last month of the Data (Use and Access) Act....

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