The Direct Marketing Authority is an independent body established by the Direct Marketing Association (UK) Ltd in 1997, to ensure the direct marketing industry continues to maintain and continually raise its standards.

The Authority investigates any complaints made by consumers and other businesses against DMA member companies to decide if there has been any breach of the DMA’s Code of Practice, and makes adjudication as appropriate. Complaints against non-member companies who have applied for membership of the DMA will be assessed as well.

Any unresolved complaints relating to the DMA’s Preference Services may also be referred to the Authority for consideration. The Preference Services are administered by the DMA to allow consumers to register their details, free of charge, to stop unsolicited sales and marketing communications via telephone, fax, mail and email.

The DM Authority is essential to the effectiveness and credibility of self-regulation within the direct marketing industry. It has the responsibility for monitoring compliance with the DMA’s Code of Practice by all DMA members and provides an Annual Report on its activity and effectiveness to the Director General of Fair Trading.

The DMA’s Code of Practice for Direct Marketing sets out standards of ethical conduct and best practice that must be followed by all members of the Association. The DMA’s Compliance Manager works with member companies to ensure that they are aware of their responsibilities under the Code and other best practice initiatives.

The Direct Marketing Authority is funded independently of the Direct Marketing Association, through a levy paid by members of the industry on advertising and direct mailings.

The DM Authority is made up of a panel of seven people who are appointed by the Board of the DMA, in consultation with the Office of Fair Trading and OFCOM.

The Chairman and three Authority members are completely independent of the direct marketing industry, whilst the other three individuals are appointed from DMA member companies. The current Chairman of the Authority is John Bridgeman CBE, TD, formerly Director-General of the Office of Fair Trading, he works with the assistance of independent and industry members as follows:

• Susan Singleton (Independent, lawyer, Singletons solicitors)
• Michelle Peters (Independent, Clifford Chance solicitors)
• Matti Alderson (Independent, former Director General, Advertising Standards Authority)
• Richard Husband (Industry)
• Annette Kelley (Industry)
• James Middlehurst (Industry)

There is also an Appeals Commissioner appointed by the Authority, to consider appeals on natural justice ground against adjudications of the Direct Marketing Authority.