Rules:
4.1. At all times members must act decently, fairly and reasonably, fulfilling their contractual obligations at all times.
4.2. Members must ensure that they do nothing that could bring into disrepute the public image of one-to-one marketing or the DMA.
4.3. Members must accept that in the context of this Code they are normally responsible for any action (including the content of commercial communications) taken on their behalf by their staff, sales agents, agencies, one-to-one marketing suppliers and others.
4.4. Members acting as an agency or supplier for a non-member’s one-to-one marketing activity must advise the non-member to act within the Code. If the non-member client does not take that advice, the member must insist as a condition of acting for the non-member that the Code is followed in respect of all relevant work.
4.5. Where members sub-contract work to non-DMA members, they must ensure that the contractor complies with the Code in respect of the sub-contracted
work – and must accept responsibility for the consequences of non-compliance by the contractor.
4.6. Members must maintain adequate records to demonstrate compliance with the Code – and must maintain an adequate system of monitoring and audit.
4.7. Members must ensure that they operate in the most sustainable way – and must have a documented environmental policy in place.
4.8. Members must at all times give prompt, efficient and courteous service to customers – and must ensure they have in place adequate administrative procedures and resources to achieve this.
4.9. Members must accept the jurisdiction of the Direct Marketing Commission (DMC) and co-operate fully with their investigations or enquiries.
Members must comply with any conclusion reached by the DMC, including any decision to take disciplinary action resulting from a breach of the Code.
4.10. Members must accept the right of the DMA to monitor compliance with the Code through an audit scheme, mystery shopping exercises or other activity – and to accept compliance visits.
As a result of these activities, the DMA may raise compliance
issues with the member and make appropriate
recommendations to prevent a possible breach of the Code.
Failure to accept such recommendations may result in a referral to the DMC for adjudication and, where such adjudication is negative, to sanctions for a breach of the Code.
