The DMA Code
Act in accordance with your customer’s expectations
Be honest and fair
Be honest, fair and transparent throughout your business
Be diligent with data
Treat your customer’s personal data with the utmost care and respect
Act responsibly at all times and honour your accountability
The Direct Marketing Association’s (DMA) Code (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 Guides set standards that are desirable to achieve. These Guides are supplementary to the Code and are not mandatory except where there is an overlap with the law or with the DMA Code.
Other regulatory and co/self regulatory organisations apply rules to direct marketing such as the Information Commissioner’s Office which enforces and oversees the Data Protection Act 1998 and Privacy and Electronic Communications Regulations 2003, and the Advertising Standards Authority where the CAP/BCAP Codes contain a wide range of rules relating to direct marketing.