The Affiliate and Partner Marketing Association (APMA) today welcomed the Data (Use and Access) Act (DUAA), which officially became UK law on 19 June 2025, as a significant step forward for the UK’s 1.7bn affiliate marketing sector.
The DUAA strikes a critical balance – boosting digital innovation while safeguarding personal data – particularly where there is a lower risk to people’s privacy.
Affiliate marketing is a UK success story: it is a retail powerhouse, enabling advertisers to generate £16 for every £1 they spend, and delivering substantial savings and benefits to consumers. One in every ten pounds spent on online retail in the UK is generated via an affiliate link.
The APMA is committed to collaborating with the newly formed Information Commission to ensure affiliate and partner marketing remains a powerhouse of economic growth and ecommerce innovation – delivering value to consumers while maintaining the highest standards of data protection.
Kevin Edwards, Founder and Director of APMA, states: “APMA welcomes the new law, and its move to enhance flexibility while promoting digital innovation. Affiliate marketing has a significant role in delivering economic growth and helping people save money. This depends on a proportionate data governance framework and we look forward to working with the ICO / Information Commission to deliver this.”
APMA member companies will receive a specific briefing on the new law which updates – but does not replace – existing data protection and privacy legislation.
More details can be found on the ICO’s site.
