The DMA Code

The DMA Code is overseen by the DMA's Governance Committee and enforced by the DMC. It promotes transparency, authenticity and responsibility.  These qualities are key to building trust, loyalty and long-term business success.  We investigate any complaint that falls within the remit of the Code. However, our scope does not extend to investigating or adjudicating on the People Principle contained within the Code. 

 

Under the hero principle ‘Put Your Customer First‘, the Code promotes the evolution of marketing as a genuine exchange of value. Businesses thrive and their customers benefit.

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Respect privacy

Be honest and fair

Be diligent with data

Take responsibility

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In addition to the Code, you can find out more about the DMA here.

Other regulatory and co/self-regulatory organisations apply rules to data & marketing such as the Information Commissioner’s Office which regulates data protection and other information rights legislation, ensuring compliance with laws like the Data Protection Act, the General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations 2003.  You can access guidance on your data protection rights on the Information Commissioner's Office website here.

 

The Advertising Standards Authority’s CAP/BCAP Codes also contain a wide range of rules relating to data & marketing.