New guidance for smart product designers
The Information Commissioner’’s Office (ICO) has published draft guidance for manufacturers and developers of smart products to help them comply with data protection law and respect users’ privacy.
Smart products such as smart speakers, fitness trackers, Wi-Fi fridges and interconnected kitchen appliances often collect large amounts of personal data, including sensitive information. The new guidance sets out clear expectations for the industry to design products with privacy in mind.
The guidance responds to public concerns raised during workshops last year, where people said smart products collect too much data and that they feel unable to control how their information is used and shared.
It covers key areas including how to
- obtain informed consent from users
- provide clear and transparent privacy information
- offer tools that allow people to exercise their data rights
This guidance supports the ICO’s 2025 online tracking strategy, which aims to give people meaningful choice and confidence over their data while enabling businesses to operate fairly.
The draft guidance is open for consultation until 7 September 2025.
Manufacturers, developers and others in the tech sector are encouraged to read the guidance and share their views.
First published 1 July 2025
