Cookies, email and the Data (Use and Access) Act 2025
Marketing to Birmingham audiences sits under the Privacy and Electronic Communications Regulations, known as PECR, which cover cookies and similar technologies as well as marketing by email, text and telephone. The Data (Use and Access) Act 2025 amended PECR, and its Commencement No. 6 regulations brought the cookie changes into force on 5 February 2026. Those changes added new consent-exempt categories for certain low-risk cookies and raised the maximum fine for PECR breaches to the UK GDPR level, which is up to 17.5 million pounds or 4 per cent of global turnover. The Information Commissioner's Office enforces both regimes, so consent banners, analytics settings and email list sources are reviewed before a campaign starts.



