DMA amends code of conduct

Changes to the Direct Marketing Association´s (DMA) Code of Practice will not impact too drastically on email marketers.
Under the organisation´s modifications to the code, corporate social responsibilities are given greater emphasis.

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.

But with email marketers relying on few if any physical material, they are far less likely to be affected by the changes 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.
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