ICO invites industry views on future of online advertising regulation

The two consultations explore how the Privacy and Electronic Communications Regulations (PECR) apply to online advertising, with a focus on supporting privacy-preserving, commercially viable models. 

1. Call for views on regulating online advertising – closes 29 August 

On 7 July, the ICO launched a call for views as part of its commitment to supporting sustainable economic growth, as outlined in a letter from Information Commissioner John Edwards to the Prime Minister earlier this year. 

The call for views explores whether a more risk-based approach to enforcing the Privacy and Electronic Communications Regulations (PECR) could enable publishers to deliver online advertising without needing consent, in instances where there is minimal risk to users’ privacy. This includes low-risk processing purposes such as privacy-preserving ad measurement and contextual advertising models. 

It’s important to note that this initiative does not involve any changes to the enforcement of UK GDPR. Rather, the focus is on supporting commercially viable alternatives to behavioural advertising that align with privacy expectations. 

You can find out more and submit your response here.  

2. Consultation on updated guidance following Data Act – closes 26 September 

Separately, the ICO is also consulting on an updated chapter within its draft guidance on storage and access technologies, following the passage of the Data (Use and Access) Act in June 2025. This chapter explains new exceptions to the prohibition on storing or accessing information on people’s devices, in light of legislative changes to PECR. 

You can find out more and submit your response here.  

IAB UK will be responding to both consultations on behalf of members, so if you would like to discuss either  or input into our responses, please get in touch at: [email protected]