The DMA is hoping to soothe growing consumer fears over companies’ exploitation of personal data by launching a new industry code of practice which promotes “responsibility above and beyond compliance”.
According to DMA executive director Chris Combemale, adopting the new code will be central to the industry’s efforts to address customer concerns about one-to-one marketing such as data sharing.
Speaking at the launch of the new code, which covers all data-driven marketing activity, Combemale claimed that it will change the industry’s mindset.
He 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 five principles are: “Put your customer first”, “Respect privacy”, “Be honest and fair”, “Be diligent with data” and “Take responsibility”.
The DMA is now encouraging other businesses to adopt the code, which comes into force in two weeks on Monday August 18.
According to Combemale failure to do so will come at a cost to UK plc: “The 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 DMA developed the code after an 18-month consultation process with industry stakeholders, including practitioners as well as government regulators Ofcom and the Information Commissioner’s Office. The Ministry of Justice and Department of Culture, Media and Sport also provided input.
The DMA code will be enforced by the industry’s independent watchdog, the Direct Marketing Commission.
The DMA code is backed by a series of channel-specific guides, which cover recommended best practice and compliance with regulations.
More than 1,050 corporate members of the DMA, which includes the industry’s top agencies, adhere to the DMA code as a condition of membership.
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New DMA code to allay data fears http://t.co/36QJBaiB4w #directmarketing #CRM #digitalmarketing #advertising #directmail #telemarketing