Direct Marketing Commission - Enforcing Higher Industry Standards

Emma Martins has been named as the new Chief Commissioner of the Data & Marketing Commission (DMC) – the independent body that oversees and enforces the Data & Marketing (DMA) Code.

Led by the Chief Commissioner, the DMC investigates and adjudicates on reported breaches of the DMA Code by DMA members. The team of commissioners work to ensure responsible and ethical marketing practices are maintained.

Commenting on her appointment, Emma Martins, the new Chief Commissioner of the DMC said: “Over the past 25 years, I have been a strong advocate of ethical data handling, transparency and accountability, so I am delighted to represent an organisation which embodies these values.  I am honoured to lead the DMC into the next stage of its evolution where we continue to work towards becoming an ICO accredited monitoring body, tasked with upholding a GDPR Code of Conduct, which, when approved, will offer more direction to the industry on best practice and resources to support consumer complaints. Ultimately, we are all striving to improve trust in the industry and build a better experience for the customer.”

Emma Martins is an experienced data protection and governance professional, having worked in the regulatory environment for over 25 years. She has been the Data Protection Commissioner at the Office of Data Protection Authority, Bailiwick of Guernsey since 2018. Prior to that, she was Information Commissioner for the Channel Islands between 2012–2018. She was the Data Protection Commissioner of Jersey between 2005–2012.

This appointment comes as Amerdeep Somal steps down as Chief Commissioner after four years with the DMC.

The DMC Board put on record their appreciation of  Amerdeep Somal’s achievements, saying “We are incredibly grateful for Amerdeep’s dedication, hard work, and guidance throughout a challenging period for our industry and the UK. It is testament to her expertise and leadership qualities that the DMC has gone from strength to strength. The Board is delighted  to welcome Emma Martins as the new Chief Commissioner. Her vast knowledge and experience as a data protection commissioner will be invaluable to the DMC as its remit and responsibilities continue to grow.”

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“In general, members are aware of the key message – to put the customer first, and we know that
consumers are alert to the fact that their data really matters and they understand the importance of their
privacy.”

Comments by Chief Commissioner, Amerdeep Somal, following the publication of the Data & Marketing Commission’s (DMC) 2022-23 Annual Report.

Full details on the complaints, investigations, and more thoughts from the DMC’s Commissioners are available in the full Annual Report here.

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