DMA Launches Revised Code Of Practice For Marketers
The Direct Marketing Association (DMA) has launched a revised Code of Practice to reflect the growth of new marketing channels such as email, SMS and interactive TV.
The expanded code comes into force in September and is designed to reflect new developments such as the Data Protection Act 1998 and the Distance Selling Regulations 2000, which have been introduced since the last Code of Practice was published in 1997.
As well as containing advice and guidance on a range of new marketing channels, the code has been extended to cover filed marketing, telemarketing, door to door, charities, financial services, catalogue and home shopping.
It is also designed to set standards of ethical conduct and best practice to promote the highest quality standards and consistency in the direct marketing industry.
Commenting on the initiative, Caroline Roberts, the DMA’s director of legal and public affairs, said: “This new Code now is the most up to date source of information on any legislative and best practice advice for all direct marketing activity.”
She added: “This, together with a robust system of enforcement, demonstrates the DMA’s wholehearted commitment to the highest standards of good DM practice, to the ultimate benefit of the consumer and the direct marketing industry itself.”
The DMA is also seeking to raise awareness of the protection it offers consumers when they respond to direct marketing offers from its member companies. The industry body claims that the inclusion of its logo on all literature and goods will give its members a competitive advantage by making consumers aware of the standards and regulations they adhere to.
The latest figures from the DMIS show that direct mail continues to prove its worth to advertisers in the difficult economic climate, with expenditure increasing by 4.5% year on year during the first quarter of 2003 to more than £658 million (see Direct Mail Gets Off To A Flying Start In 2003).
Earlier this year the Committee Of Advertising Practice relaunched its advertising code to reflect the increasing importance of direct marketing in the media mix. It is hoped that the new code will better reflect the multidisciplinary marketing landscape, where direct marketing and sales promotions have become as relevant as conventional marketing (see New CAP Code Reflects Growth Of Direct Marketing).
DMA: 020 7321 2525 www.dma.org.uk
Recent Related Stories from NewsLine Direct Mail Remains Unaffected By Web-Based Marketing Research Claims Direct Mail Is Staggeringly Unpopular Research Shows Direct Mail Defies Ad Downturn
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left