Advertiser

Any person or company that initiates a commercial communication to promote its products, services or aims

BMPS

The Baby Mailing Preference Service

Client

An advertiser, or agency acting on the advertiser’s behalf

The Code

This “Code” or “the Code” is the DMA Code of Practice 4th Edition

Commercial communication

Any communication that carries a marketing message: including sales promotions, fundraising and all advertising

The Commission / DMC

The Direct Marketing Commission

Consumer

The potential or actual end user of a product or service

CTPS

The Corporate Telephone Preference Service

Customer

An individual who has made a purchase or who has entered into negotiations with the relevant business

Data

Information gathered or stored for analytical, decision-making or marketing purposes

Data controller

A person or organisation involved in deciding how data is processed, stored or used

Data processor

A person or organisation who collects, stores or deals with personal data on behalf of a data controller (including a list broker/manager)

Data processing

Collecting, storing, processing or using information: including its destruction, transmission, sharing or other use

Direct marketing

Any marketing communication to an identified individual

The DMA

The Direct Marketing Association (UK) Ltd

European Economic Area (EEA)

The member states of the EU plus Norway, Iceland and Liechtenstein

FPS

The Facsimile Preference Service

Member

A company or organisation that has been accepted into, remains within and is bound by the terms and conditions of the DMA

MPS

The Mailing Preference Service

Number scanning activities

Any activity designed to establish the validity of telephone numbers

One-to-one marketing

Any marketing communication to an identified individual

PECR

Privacy and Electronic Communications (EC Directive) Regulations 2003 as amended

Personal data

Information from which a living individual can be identified

Data might be personal if it could potentially be combined with other information to identify an individual, even where they are not named

This includes business information and email addresses

Random number dialling

Randomly dialling to find valid phone numbers

Recipient

Any natural or legal person, including a sole trader or a partnership, who receives a commercial communication

Sensitive personal data

Personal data relating to racial or ethnic origin, sexual life, political opinions, trade union membership, religious beliefs, physical or mental health, any criminal offence, alleged offence or legal proceedings, the disposal of such proceedings and the sentence of any court in such proceedings

Sequential dialling

Calling digits in numerical order to find valid phone numbers

SMS

Communication sent via a mobile handset using text, picture or video messaging

Suppression file

A list of individuals who have opted-out of all future marketing communications

Third party

Any person or organisation other than the advertiser (with the exception of data processors).

This includes associated and/or affiliated companies

TPS

The Telephone Preference Service

Unsolicited commercial communication

One-to-one marketing to a consumer with whom the sender does not have an ongoing commercial or contractual relationship or where such direct marketing is otherwise uninvited

Vulnerable consumers

Includes, but not limited to, the elderly, people with disabilities and those for whom English is not their first language

Your Choice

A DMA scheme through which householders can register their wish to not receive unaddressed items to their home address from DMA members