---
title: "UK Analytics Exemption — PECR Self-Assessment"
description: "The DUAA 2025 exempts certain analytics from consent requirements in the UK. We published our self-assessment showing how SealMetrics qualifies."
canonical_url: "https://sealmetrics.com/blog/uk-pecr-analytics-exemption/"
lang: "en"
date_modified: 2026-05-28
content_type: "blog"
owner: "content"
llm_priority: "useful"
last_verified: "2026-05-28"
source: https://sealmetrics.com/blog/uk-pecr-analytics-exemption/
publisher: SealMetrics
---

Regulation

# UK Analytics Exemption — PECR Self-Assessment

February 17, 2026 2 min read By [Rafa Jiménez](https://sealmetrics.com/authors/rafa-jimenez/)

## Key Takeaways

- The UK Data Use and Access Act 2025 (effective February 5, 2026) creates a new analytics exemption under PECR — certain analytics no longer require consent.
- Four conditions must be met: sole purpose is aggregate statistics, users are informed, a free opt-out exists, and data is not used for advertising.
- SealMetrics meets all four conditions in its standard configuration, allowing UK websites to run analytics without consent banners.
- Penalties for non-compliance are up to 17.5 million pounds or 4% of worldwide turnover — documentation matters.

February 5, 2026 was a significant date for UK website operators. The [Data Use and Access Act 2025](https://www.legislation.gov.uk/ukpga/2025/25/contents) came into effect, and with it, a new analytics exemption under [PECR](https://www.legislation.gov.uk/uksi/2003/2426/contents) (Privacy and Electronic Communications Regulations).

Previously, UK law required [consent](https://sealmetrics.com/glossary/consent-management-platform/) for virtually all cookies, with narrow exceptions for strictly necessary functionality. Analytics did not qualify. That meant every UK website needed a consent banner to run analytics — and every rejection meant lost data. The DUAA 2025 changes that; the broader framework for [consentless analytics](https://sealmetrics.com/consentless-analytics/) (with equivalent CNIL/DSK/AEPD guidance) sits on the pillar.

## What the DUAA 2025 changes

The new exemption allows analytics without consent, provided four conditions are met:

1. Sole purpose is generating aggregate statistics

2. Users receive clear information about the analytics

3. A simple, free opt-out mechanism exists

4. Data is not used for advertising purposes

This aligns the UK approach with the French CNIL guidelines and the proposed EU-level regulations under the [Digital Omnibus](https://sealmetrics.com/blog/eu-digital-omnibus-cookie-banners-analytics/).

## Our self-assessment

Rather than simply claiming compliance, we published a comprehensive self-assessment covering how SealMetrics addresses each requirement:

— Architecture ensuring aggregate-only output

— Privacy policy language templates for website operators

— User opt-out mechanisms

— Why advertising use is architecturally impossible

The penalties for getting this wrong are significant: up to £17.5 million or 4% of worldwide turnover.

## What UK website operators should do

If you use SealMetrics with the standard configuration, you can operate without consent requests for analytics. Four practical steps:

1. Operate without consent for analytics (standard configuration)

2. Update your privacy policy to mention SealMetrics

3. Enable user blocking via browser settings or opt-out links

4. Do not combine SealMetrics data with advertising data

Cookie banners remain necessary if you use other tools that require consent (GA4, advertising pixels, etc.). But for [cookieless analytics](https://sealmetrics.com/glossary/cookieless-analytics/) alone, the exemption is clear. Learn more about [how it works](https://sealmetrics.com/how-it-works/).

We published our self-assessment against the UK exemption above. Test it against your own PECR reading — with our team in the room.

[Book a demo](https://sealmetrics.com/demo/)[See pricing](https://sealmetrics.com/pricing/)

### Related articles

[We Published Our CNIL Self-Assessment](https://sealmetrics.com/blog/cnil-self-assessment-published/)[The EU Digital Omnibus: What It Means for Cookie Banners and Analytics](https://sealmetrics.com/blog/eu-digital-omnibus-cookie-banners-analytics/)

## Related reading

[We Published Our CNIL Self-Assessment](https://sealmetrics.com/blog/cnil-self-assessment-published/)

2 min read

[GDPR-Compliant Analytics Without Consent Banners: How It Works](https://sealmetrics.com/blog/gdpr-analytics-without-consent/)

7 min read

[The EU Digital Omnibus: What It Means for Cookie Banners and Analytics](https://sealmetrics.com/blog/eu-digital-omnibus-cookie-banners-analytics/)

2 min read