Direct Marketing Commission - Enforcing Higher Industry Standards

Data & Marketing Commission | Enforcing Higher Industry Standards

In harmony with the ICO

31st January, 2017 at 09:51am

In a recent letter from George Kidd, the DMC’s Chief Commissioner to the new Information Commissioner, he said he hoped to build on the DMC’s strong relationship with the ICO.  Self-regulation, he said, is in part about driving compliance with national statutory requirements within a sector as well as setting sector standards.  He agrees with the newly appointed Information Commissioner, Elizabeth Denham who, in a recent speech about accountability and GDPR, said that “it’s clear that a lot people feel they’ve lost control of their own data. People feel that keeping control of their most important information used to be simple, but that over the years, their sense of power over their personal data has slipped its moorings.”

The DMC has taken and investigated complaints about marketing and ‘lead generation’ activities and it has set out its concerns over the reliance some businesses put on consents to marketing that are as unclear as they are old.  The DMA are taking up this challenge with testing and audits within their newly revised compliance process.   Given the various live issues around data-sourcing, the nature and clarity of consents and the form and content of marketing in some industries, the DMC’s Annual Report gives some assurance as to the generally high and wide levels of compliance with the new DMA Code.

The DMC’s annual report can be downloaded from