Code of Practice
Responsible
Be transparent, fair and reasonable on contracts and other communications and ensure all data is managed correctly.
Reliable
Be honest, deliver what you promise and deal effectively with complaints.
Respectful
Respect individuals’ stated privacy and other preferences.
The Direct Marketing Code of Practice (click here for the latest edition) 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.
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.
