The Direct Marketing Association (DMA) has revamped its code of conduct in the UK, in a move that will see the trade body replace 170 pages of rules with five direct marketing ‘principles’ for its members to follow. The five principles are: • ‘Put your customer first’ • ‘Respect privacy’ • ‘Be honest and fair’ […]
The Direct Marketing Association (DMA) has revamped its code of conduct in the UK, in a move that will see the trade body replace 170 pages of rules with five direct marketing ‘principles’ for its members to follow.
The five principles are:
• ‘Put your customer first’
• ‘Respect privacy’
• ‘Be honest and fair’
• ‘Be diligent with data’
• ‘Take responsibility’
Underpinning each principle are three outcomes that colour each. For example, for the principle ‘Be honest and fair’ the outcomes are: ‘Companies are clear, open and transparent about all costs and processes’, companies must not mislead customers through omission or exaggeration’ and ‘companies deliver what they promise’.
All DMA members are required to adhere to the DMA’s code. Those that break the rules, or as it is now, act not in the spirit of principles, will be expelled from the association and face reputational damage.
Speaking at the launch of the new DMA Code, which covers all data-driven marketing activity, DMA’s executive director Chris Combemale.said that it will change the industry’s mindset.
“We’ve taken a new approach to self-regulation that recognises the need to focus on principles that go above and beyond compliance with the law. It’s perfectly easy to follow all of the details of regulation and yet fail to meet the expectations of the customer, such as how you use their data,” Combermale said.
“Our Code centres on five principles to inspire the industry to serve each customer with fairness and respect. Marketing with customers not at them is imperative to fostering trust and achieving commercial success.”
The DMA is now encouraging other businesses to adopt the code, which comes into force in two weeks on Monday 18 August.
According to Combemale failure to do so will come at a cost to UK plc: “The hero principle of ‘putting your customer first’ demonstrates the evolution of our industry. Each marketer and organisation should see one-to-one marketing as an exchange of value between its business looking to prosper and its customer looking to benefit.
“Data fuels the digital economy, so earning customer trust is a commercial imperative. Brands must make every effort to ensure that they always collect and use consumers’ data in ways that they expect and benefit from.”
The DMA developed the Code after an 18-month consultation process with industry stakeholders, including practitioners as well as government regulators Ofcom and the Information Commissioner’s Office. The Ministry of Justice and Department of Culture, Media and Sport also provided input.
The DMA Code will be enforced by the industry’s independent watchdog, the DM Commission.
The DMA Code is backed by a series of channel-specific ‘guides’, which cover recommended best practice and compliance with regulations.
More than 1,050 corporate members of the DMA, which includes the industry’s top agencies, adhere to the DMA Code as a condition of membership.
The DMA Code and guides are available via the DMA website.
