DSIT launches invitation-only consultation with DMA on AI and data protection
15/12/2025 | Direct Marketing Association
The Department for Science, Innovation and Technology (DSIT) has approached the DMA as part of an invitation-only evidence-gathering exercise examining how the UK’s data protection framework operates in practice when applied to artificial intelligence. The DMA and a small number of trusted stakeholders are invited to respond with any practical insight, case studies and real-world experience from a legal, technical or operational perspective to inform this work.
The questions focus on how organisations actually design, deploy and govern AI systems. They cover issues across the AI lifecycle, including which data protection requirements most affect AI development and deployment, how lawful bases are selected (including for web-scraped data), and how concepts such as fairness and accuracy are applied in operational settings. DSIT is also seeking insight on how organisations handle data subject rights in AI systems, deliver meaningful transparency at scale, apply purpose limitation between training and deployment, balance data minimisation with model performance, manage international data transfers, and interpret controller and processor roles across complex AI supply chains.
The aim is to identify priority areas for further discussion with regulators and policymakers, ensuring that future guidance is grounded in practical realities and supports both compliance and innovation.
Member input has consistently been central to shaping that relationship and influencing UK government thinking across data protection, AI and digital regulation. This exercise is a direct opportunity to continue that influence.
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