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DMA's new Digital marketing code to promote ‘responsibility above and beyond compliance’


By John Glenday, Reporter

August 4, 2014 | 2 min read

The Direct Marketing Association (DMA) has published an updated industry code of practice designed to place ‘responsibility above and beyond compliance’ in response to customer concerns.

This covers all data-driven marketing activity amongst the DMA’s 1,050 corporate members and has been devised in conjunction with Ofcom and the Information Commissioner's Office.

DMA executive director Chris Combermale said: "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.

"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 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 new code takes effect from 18 August.


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