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Direct Marketing Commission - Enforcing Higher Industry Standards

The DMA Code

The DMA Code

Respect privacy

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

Take responsibility

Act responsibly at all times and honour your accountability

The Data and Marketing Association’s (DMA) Code (click here for the latest edition) is an aspirational agreement to which all DMA members and their business partners must adhere.

It aims to promote one-to-one marketing as a true exchange of value between businesses and customers – and provides members with the five clear principles that will guide them to achieve this, and against which their conduct will be measured.

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 the 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.