DMA backs charity sector shake-up

The DMA has thrown its weight behind major UK charities’ commitment to clean up their act and ensure they carry out their marketing in a responsible manner.
The proposals were revealed yesterday in DecisionMarketing, but the industry body has been quick to point out that they mirror the approach it has advocated ever since its new code of practice was published last year.
In a statement the DMA said: “Customers should always be at the heart of an organisation’s marketing, whether they are a charity or any other business. We have called for this type of change, and the industry should welcome this commitment from the charities.
“The letter is explicit: nobody should feel pressurised into giving, and the vulnerable should be protected. This last point we are particularly happy to endorse, as we recently released our guides for dealing with vulnerable consumers. These guides are freely available, and we would urge any business to follow them as part of their marketing.”
DMA Group chief executive Chris Combemale maintained that the changes will do a great deal to rebuild trust between the public and the charities. He added: “Open and transparent communication drives trust and in turn, sustainable business growth.”