DMC Position Statement on the Use of AI in Marketing

The DMC has published a short position paper on the use of AI in marketing, to support its role in overseeing the DMA Code and its key principles.

✅Put your customer first

✅Respect privacy

✅Be honest and fair

✅Be diligent with data

✅Take responsibility

Emma Martins, DMC Chief Commissioner said

"The DMA Code is grounded in trust, transparency, and accountability. As the industry increasingly adopts AI, its use has the potential to influence each of these core principles. It is therefore essential that new technologies are deployed in a legal and ethical manner, ensuring that consumers remain properly protected. Without these values embedded from the outset, AI use risks eroding trust, not only for individual consumers, but across the industry as a whole."

DMC Position Statement on Artificial Intelligence.pdf

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