Insights from Inline Policy
Even with the UK’s digital marketing sector still grappling with the aftershocks of GDPR implementation in 2018, further regulation has been brewing over recent months. The UK Government undertook a consultation on online advertising earlier this year, which it is expected to respond to imminently with new policies in mind. Indeed, it seems if not 2020, then 2021 might be the next watershed moment for the industry. Drawing from recent developments over this summer - including the latest proposals of the Competition and Markets Authority, and the evaluation of the current framework in a DCMS-commissioned study – this blog post will map out what this new wave of regulation might look like.
The Government responded earlier this month to the Digital, Culture, Media and Sport (DCMS) Select Committee’s recommendations on ‘immersive and addictive technologies’. While it establishes a commitment to proportionate and enabling regulations for the virtual (VR) and augmented reality (AR) industry, both the Committee and the Government miss a trick by failing to see beyond initial gaming applications. Greater understanding of the broad scope that the technology potentially offers will be critical if the UK is to sustain its status as a leader in the space.
While there has been no shortage of political attention paid to the development of 5G mobile networks, a significant proportion of the UK public remain unconvinced of the benefits. Could Augmented Reality (AR) be the 'killer app' to drive 5G adoption?
In the latest sign of ramping up political interest in immersive technologies, the House of Common's Digital Culture Media and Sport (DCMS) Select Committee has announced an inquiry dedicated to finding out more about the sector, and determining possible avenues for future regulation.
The UK Government has positioned itself an avid supporter of the immersive tech sector. It is nurturing the fledgling domestic industry through a range of mechanisms, including funding, tax incentives, mentorship and practical support.
