New UK industry code promotes ‘responsibility above and beyond compliance’ to address customer concerns, says DMA
Adopting the UK DMA’s new code of practice will be central to the industry’s efforts to address customer concerns about one-to-one marketing such as data sharing, according to the trade body’s executive director Chris Combemale.
Speaking at the launch of the new DMA Code, which covers all data-driven marketing activity, Combemale said it will change the industry’s mindset: “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 DMA is now encouraging other businesses to adopt the code, which comes into force next Monday, August 18.
According to Combemale, failure to do so will come at a cost to UK plc: “The hero 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 UK industry’s independent watchdog, the DM 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 UK DMA, which includes the industry’s top agencies, adhere to the DMA Code as a condition of membership.
The UK DMA Code and guides are available via the DMA’s website.
