Industry unveils election manifesto

The DMA is trying to exploit General Election fever by demanding that the main political parties commit to four pledges to support creative and data-driven industries.
The industry body maintains that marketing and advertising contribute significantly to the UK economy, citing figures that in 2014 advertising contributed £100bn to the UK.
It reckons that the sector has also been one of the main drivers of the economic recovery, and that this will only increase as businesses boost their marketing spending as revenues rise.
At the centre of all this activity is the innovative use of consumer data, says the DMA, so it is crucial that any future Government does not introduce legislation that unnecessarily inhibits innovation and investment in the data industry.
Any new data protection legislation must strike a balance between the interests of consumers and legitimate interests of business, it says.
The DMA has asked political parties to embrace the industry ideas by committing to four pledges:

1. New data protection legislation should balance the concerns of consumers with the interests of business.
2. Continue to negotiate to ensure that the EU Data Protection Regulation is balanced.
3. Make sure the Information Commissioner’s Office has the funding and resources to carry out all its duties effectively.
4. Continue to have a ministerial post responsible for the digital economy.

The case for supporting the creative and data-driven industries is a powerful one, the trade body insists, citing Boris Johnson’s comments on the so called Old Street Silicon Roundabout. “We need to build on this impressive growth and champion London as the global leader for ambitious tech companies,” the Mayor London said.
But it is not only London involved in the digital revolution. Cities like Leeds, Edinburgh, Bristol and Manchester contribute to the sector, and are hubs with entrepreneurs and new technological innovations, says the DMA, with roughly 42% of the its own membership is based outside London and the Home Counties.
In a statement, the trade body said: “The DMA looks forward to working with the next government to advocate on behalf of the creative and data-driven industries and ensure that they continue to thrive and drive UK economic growth.”