The Direct Marketing Association (DMA) has recently published a new and improved code of practice for the industry, and its 1,050 corporate members in particular.
The new DMA code outlines principles which address consumer concerns and encourage marketers to â€œgo above and beyond complianceâ€. Although they aren’t necessarily all compulsory, if your business has a digital marketing team or any kind of strategy in place, it might be worth paying close attention to them regardless.
For those not in the know, the Direct Marketing Association is a UK trade body which aims to advance all forms of direct marketing. The DMA, which is based in the UK but has members all over the world, also aims to help its members to build and maintain consumer confidence, as well as advising companies on safeguards, best practice and how to honour the terms of the Data Protection Act. In general, it is the main contact point, reference and regulator for the digital and direct marketing industry.
The focus of the updated code of practice is best explained by DMA executive director Chris Combermale, who explained in an article in The Drum:
“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.
â€œThe hero principle of â€˜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.â€
The new DMA digital marketing code, which takes effect this August, has five key principles, which include:
What do you think about the new DMA code â€“ does it go far enough to make sure direct marketers act responsibly and put their customers first?