UK Data Bill Signals Evolution in AI and Privacy Rules

Attorney Edward Machin on How the New Law Affects Data Use and Risk Anna Delaney (annamadeline) • June 24, 2025

The U.K.’s new data protection bill signals a measured shift in the country’s privacy policy. Rather than rewrite the rulebook, it makes targeted adjustments to existing laws -altering how organisations approach artificial intelligence, automated decisions and cookie consent, while preserving the U.K.'s data-sharing agreement with the EU. Edward Machin, counsel at Ropes & Gray, described the bill as “evolution, not revolution,” pointing to a more flexible framework that carries long-term consequences.

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Among the key changes, the bill relaxes restrictions on automated decision-making, allowing some AI-driven profiling outside the bounds of Article 22 of the U.K. General Data Protection Regulation. It also raises the ceiling for fines tied to cookie use and electronic marketing, and introduces ...