Why Getting Consent Right Matters — And How to Make It Easy

2 minutes read

Need help navigating biometric data and GDPR? Contact us at hello@athlex.co.uk

Recent enforcement by the ICO shows that valid consent isn’t optional — it’s essential. In April 2025, a company was slapped with a £90,000 fine for making 95,000+ marketing calls to people on the Telephone Preference Service without valid consent. They couldn’t even prove they’d asked — a clear breach of UK GDPR.

New legal changes — what you need to know

On 19 June 2025, the Data (Use and Access) Act 2025 (DUAA) received Royal Assent. This updates key parts of UK GDPR and PECR by:

Raising maximum fines (up to £17.5m or 4% global turnover) for electronic marketing
Introducing new rules around cookie consent, subject access requests, and automated decisions
Expanding the ICO’s powers to compel reports and interviews when needed

These changes reinforce that consent must be clear, recorded, and verifiable.

Why this matters to your business

Reputation: A fine or public enforcement can seriously hurt trust
Customer relations: Being transparent builds loyalty
Peace of mind: Clear consent means clear marketing

But many businesses find this complicated. That’s where Athlex comes in.

How Athlex Helps — Simply and Clearly

We’ve designed our support with your needs in mind — straightforward, effective, and jargon-free.

Marketing Compliance Packages

Clear, compliant consent wording
Reliable record-keeping systems
Seamless integration into your campaigns

One-off Consultancy

A no-nonsense audit of current processes
Plain-English recommendations
Practical fixes with no long contracts

DPO Services

Ongoing expert oversight
Support with consent, DPIAs, training, and ICO contact
Confidence that everything’s above board

What You Can Do Now

Check your consent wording — is it specific and unambiguous?
Make sure you record it — including time, method, and wording
Update your processes to reflect the DUAA’s new rules
Consider using a DPO — proactive compliance beats reactive fixes

Learn More

ICO overview of the Data (Use and Access) Act — ideal for understanding changes to consent, cookies, and ICO powers.
Technology Law Dispatch: “UK Enacts Data Use and Access Act 2025” — a helpful breakdown of enforcement updates and new fines tiers.bdo.co.uk+5technologylawdispatch.com+5ico.org.uk+5

Don’t Leave It to Chance

Recent fines show the cost of getting consent wrong. At Athlex, we make compliance simple, clear, and stress-free — from one-off help to ongoing DPO support.

Get in touch today to discuss the best fit for your business.