Codes of Conduct
The DM Code of Practice (latest edition here) sets standards of ethical conduct and best practice and is administered and monitored by the Direct Marketing Commission. The Code covers all forms of direct marketing.
All the new marketing and media channels, such as email and SMS marketing, together with field marketing and door-to-door, are now included within the Code, as well as the traditional media like direct mail, press and telemarketing.
The requirements of new legislation, such as the Data Protection Act 1998 and Distance Selling Regulations 2000, are also fully reflected in the Code.
In addition to the Code, a number of Best Practice Guidelines set standards that are desirable to achieve. Best Practice Guidelines are supplementary to the Code and are not mandatory except where there is an overlap with the law or with the DM Code of Practice.
Other regulatory and co/self regulatory organisations apply rules to direct marketing. One example is the Advertising Standards Authority where the CAP/BCAP Codes contain a wide range of rules relating to direct marketing.
