DMA code tightened for direct marketers
Monday 26th July 2010
Businesses which use email marketing appear less likely to be affected by recent changes to the Direct Marketing Association's (DMA) Code of Practice.
The organisation has modified its set of best practice guidelines to better reflect the corporate social responsibilities faced by businesses in the UK.
Under the revised code, provisions are included on data hygiene, environmental marketing claims, the sourcing of sustainable paper, corporate environmental policies and the use of recycling messages on printed materials.
However, with email marketers relying on few if any physical materials, they are unlikely to be as affected by the stricter regime as other companies.
"Government and regulators in the UK and European Union exert a constant pressure on the marketing industry to deliver effective and accountable standards of consumer protection," said DMA chair David Metcalfe.
"The best way to head-off onerous statutory controls is to maintain an effective self-regulatory system," he commented.
Written by Mark Hainsby