It promotes best practice within the list industry and helps to raise standards for the benefit of the industry and the consumer. The warranty is an assurance that the data has been collected lawfully, is up to date and complies with relevant Codes of Practice. It should not be taken as a guarantee of responsiveness.

There are four types of warranties: consumer list owner, consumer list user, business list owner, and business list user. Warranties are renewed every year.

By signing a warranty the signee agrees to comply with the Direct Marketing Association's Code of Practice and in case of a complaint to be bound by the decisions of the Direct Marketing Authority.

If you would like to check whether a company has an up to date warranty please email your query on lwr@dma.org.uk or call Barbara Holt on 020 7291 3340.