Smart Data Consultation: Help Shape the Future of Digital Markets

The UK Government has launched a consultation on Smart Data opportunities in digital markets, exploring how new legislation could reshape access, use, and governance of data across the economy.

The consultation on Smart Data opportunities in digital markets seeks evidence from businesses, regulators, and civil society on how Smart Data could transform the way information is accessed, shared, and governed. It represents the next stage in the evolution of the UK’s digital economy and could have significant consequences for data-driven businesses.

Smart Data schemes are designed to give individuals and organisations greater control over their information, making it easier to access and share data in a secure and trusted way. For businesses, the opportunities lie in unlocking new services, improving customer relationships, and driving innovation. For government and regulators, the ambition is to strengthen competition, reduce barriers to entry, and ensure markets work more effectively for consumers.

The consultation raises several critical questions:

• Scope and Value: Which datasets should be prioritised to generate the greatest commercial and societal benefit? How could data portability and interoperability drive innovation and competition?
• Trust and Responsibility: What governance structures, safeguards, and standards will be required to ensure public trust and protect vulnerable participants?
• Growth and Innovation: How might a Smart Data scheme reshape digital markets and stimulate new business models across the economy?

These issues align closely with the DMA’s policy priorities. Through our work on the Data Use and Access Act, we secured greater certainty on lawful bases for processing personal data, including direct marketing. This gave businesses the confidence to invest in data-driven growth and ensured fairer rules for the sector. Similarly, the DMA has been a leading voice in debates on the adoption of AI across industry, highlighting both the opportunities for innovation and the need for responsible governance. Smart Data sits at the intersection of these themes: personal data rights, business innovation, and future-proofed regulation.

The DMA is the voice of the data and marketing industry, and we continue to represent your views at the highest level. We have been invited by the Department for Science, Innovation and Technology (DSIT) to contribute directly to this process, including participation in a high-level roundtable of senior business leaders and policymakers. This provides our members with a rare opportunity to influence the shape of legislation that will determine market access, customer relationships, and the competitive landscape in the years ahead.

We want to ensure that the voice of our members is heard clearly in this debate. We therefore invite members to share their views on the consultation questions and on the wider impact of Smart Data on your business and sector. Your insights will help us shape the DMA’s response to government and ensure that our industry remains at the forefront of responsible innovation.

Please send your comments to michael.sturrock@dma.org.uk by close of play Friday 12 September 2025.