DM Code of Practice

Introduction

The DM Code of Practice sets standards of ethical conduct and best practice and is enforced amongst the membership by the DMA Compliance Team. The independent Direct Marketing Commission monitors members' compliance with the Code and adjudicates on any complaints brought forward by consumers or businesses. The Code continues to cover all forms of direct marketing.

All the emerging direct marketing channels, such as Bluetooth, SMS, MMS and other online commercial communications are included within the Code, as well as the traditional media such as direct mail, inserts and telemarketing.

The requirements of new and amended legislation, such as the Consumer Protection from Unfair Trading Regulations 2008, the Charities Act 2006 and the Gambling Act 2005 are fully reflected in the Code. The Code also includes a section on environmental responsibility, a full glossary of terms, an appendix on marketing to children and an update on Financial Service Authority (FSA) rules.

In addition to the Code, a number of Best Practice Guidelines set standards that are desirable to achieve. Best Practice Guidelines are supplementary to the Code and are not mandatory except where there is an overlap with the law or with the DM Code of Practice.

View the Code

DMA members are able to view, print and save the document, non-members may only view the document. Non members can purchase an electronic copy by completing the attached Order form.

If you are a member use the box on the right-hand side to log in before viewing or downloading the document.

Document:  DM Code of Practice (4th Edition)

ASA / CAP Code

The Advertising Standards Authority is the independent body set up by the advertising industry to police the rules for non-broadcast advertisements, sales promotions and direct marketing that are laid down in the CAP Code. The new twelfth edition of the British Code of Advertising, Sales Promotion and Direct Marketing comes into force on 1 September 2010. To view the CAP Code please click here