Direct Marketing Commission - Enforcing Higher Industry Standards

Data & Marketing Commission

The DMA Code

The DMA Code

The DMA Code sets the standard of conduct for the industry and is the code to which all DMA members must adhere, in addition to all legal requirements.

Under the hero principle ‘Put Your Customer First’, the Code promotes the evolution of marketing as an exchange of value between business, looking to prosper, and the customer, looking to benefit.

Respect privacy

Be honest and fair

Be diligent with data

Take responsibility

In addition to the Code, a number of best practice materials and guides can be viewed here.

Other regulatory and co/self regulatory organisations apply rules to data & marketing such as the Information Commissioner’s Office which enforces and oversees┬áthe Data Protection Act 2018 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 data & marketing.