1. Legitimate interest is now a growth enabler, not just a compliance clause

The DUA Bill finally brings clarity that direct marketing can sit confidently under legitimate interest. Brands that have been overly conservative can now unlock reach without breaching trust.

2. Soft opt-in for charities is a £290m opportunity hiding in plain sight

The soft opt-in enables continuous supporter relationships and smarter fundraising journeys. The winners will be charities that implement it quickly with clean data and joined-up consent logic.

3. Cookie banners are dying, but data discipline is becoming non–negotiable

First-party analytics and “strictly necessary” cookies are now easier to use, but this isn’t a free-for-all. Brands need to be more mindful of multiple touchpoints, accuracy and transparency.

4. Mail just became the most compliance-friendly omnichannel trigger

As digital tracking becomes more challenging and trust becomes scarcer, mail is emerging as a quietly effective compliance helping hand. It runs cleanly on legitimate interest and earns longer attention in a way that feels verifiable and human.

5. The real winners will be the most operationally and compliance-ready brands

DUA isn’t about switching channels off. It’s about switching quality on and having the right infrastructure to do so.

At Paragon, we can help turn the DUA legal compliance into a competitive advantage for you through:

• Communications audits
• Data profiling
• Postage incentives
• Compliance resources