Direct Marketing Association adopts Experiential Marketing Code of Conduct
The Direct Marketing Association (DMA) has announced that it is adopting the Experiential Marketing Code of Conduct (EMCC), which members involved in experiential marketing must now adhere to, as well as the DMA’s own code.
The EMCC was developed by a working group led by the Institute of Promotional Marketing (IPM), involving a host of industry bodies including the DMA.
Annie Swift, chief executive of the IPM, said: “We’re delighted that the DMA has now formally adopted the Experiential Marketing Code of Conduct. Experiential marketing, as a discipline, must be seen to be professional and ethical.
"Consumers are increasingly concerned about the marketing that surrounds them in public spaces, which they don’t always expect and which they may feel they can’t control. The marketing industry as a whole must be seen to be taking those concerns seriously, and we expect other relevant trade bodies to follow the DMA’s sterling example and adopt the EMCC.”