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