The more I read uktravelbear's post, the more I realise that the DPA needs a complete overhaul. It is probably the most idiotic piece of legislation any trumped up British blimp has ever contrived and, yes, it does only protect those with illicit things to hide!
What does it matter if British Airways does collect the names of its customers' dogs? A marketing campaign aimed at Fido or Pooch might be rather cute!