The 40 bills set out by the new government in the King’s Speech that will impact marketers include a Digital and Smart Data bill and a Cyber Security and Resilience bill.
The Digital and Smart Data Bill will allow people to use digital ID to buy age-restricted products and for things like pre-employment checks, whilst the Cyber Security and Resilience Bill will establish new rules designed to protect critical infrastructure.
In addition, in relation to AI, the government revealed in the King’s Speech plans to launch a consultation on legislation to ensure careful requirements are placed on those who make the technology.
Both of these data-related measures come after delays and debates over the phasing out of third-party cookies.
Furthermore, additional King’s Speech proposals including an apprenticeships levy and a look at HSFSS regulation will also impact the industry.
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But what do industry insiders think of the King’s Speech proposals?
Data and Marketing Association CEO, Chris Combermale
“A focus on growth within the King’s Speech is a welcome sign of a proactive strategy to support UK businesses, presented in line with the new Government’s priorities following the election on 4 July,” said Combermale.
He said the DMA strongly supports the measures within the King’s Speech and “will work closely with the government to ensure the critical reforms to data protection legislation that are important to our members will become part of the new Bill.”
Combemale added that “responsible use of AI” is also at the heart “of private sector growth, as well as “advancements in scientific and medical research and the delivery of modern public services.”
He added that getting the balance right between innovation and privacy is “essential to establishing trust in the products, services and medicines of the future”.
“The combination of a Digital Information and Smart Data Bill and an AI Bill will empower businesses to attract and retain customers and help charities to attract and retain donors, while knowing that they are doing so in a responsible and effective way that builds trust,” he continued.
Advertising Association director of policy and government affairs, Lisa Hayley-Jones
“The Advertising Association welcomes the establishment of Skills England and reform of the apprenticeship levy which we have long called for. We also welcome the new Council of the Nations and increased powers for metro mayors to collaborate together to drive growth,” said Hayley-Jones.
She highlighted that the advertising industry employs 360,000 people across the UK.
“We strongly welcome that the Government has listened to the concerns of our sector and committed to introduce secondary legislation on HFSS advertising. This will help to bring the much-needed certainty that our sector has been asking for ahead of the restrictions coming into force in October 2025,” she continued.
“We look forward to seeing more details of the government’s legislative agenda in the coming days.”
ISBA director general, Phil Smith
“Brands will certainly welcome stability in terms of personnel, and swift action when it comes to the leftover business of the previous Government – namely, the secondary legislation which is urgently needed so that the new restrictions on food and drink advertising, due to come in next year, can proceed and be complied with,” Smith said.
“In common with all other parts of our economy and society, we are also on the brink of a transformation thanks to AI. We look forward to discussing a UK regulatory approach which enables us to harness its creative power and drive innovation.”
He added that he anticipated that the Labour government would work in partnership with business for national renewal as it had said.
