6 min read
Explained
Last updated:
18 Dec 2025
Navigating the Data (Use and Access) Act: What Video Game Companies Need to Know.
TL:DR;
The UK's new Data (Use and Access) Act (DUAA) is now law, bringing significant changes to data protection. There will be notable implications for the video games industry from: revised cookie rules, heightened children's data protection, a reformed regulatory body, and a digital ID framework, while leaving open the discussion on AI and copyright.
Here’s our overview of what to expect from DUAA and what potential implications it has for the video games industry. If you enjoy this article and want deeper analysis or tailored advice and support, then get in touch – we’d be happy to discuss how Flux Digital Policy’s expertise can meet your needs.
DUAA emerged in October 2024 as a revised version of the Data Protection and Digital Information Bill (DPDI Bill) proposed by the previous Conservative Government. That earlier proposal faced significant changes and could not be approved before the general election. Among other areas, DUAA introduces reforms to the UK GDPR and Privacy and Electronic Communications Regulations (PECR), addressing areas such as children’s data management, the use of cookies, and digital ID. Importantly, the contentious issue of using copyrighted materials for AI training—a topic of increasing interest to creative industries, including game developers—was left open for future discussions.
DUAA became law after receiving Royal Assent on 19 June. According to the Information Commissioner's Office (ICO), a range of guidance on enforcement and compliance with the new legislation (some of which will be open to consultation) is set to be published within approximately six to nine months. This brings with it a variety of significant considerations for businesses, including online games, particularly those within the dynamic data environment.
How can Flux help me?
While the DUAA aims to simplify personal information protection for UK businesses through its various changes, its full implementation will be gradual. Many provisions rely on secondary legislation or additional guidance still to be published by the regulator.
Our team can help you identify the specific implications of this new regulation for your business. We'll also keep you updated on any upcoming announcements following the law's publication, ensuring you’re prepared to engage in future discussions.
Author: Veronica Perez, Policy Advisor