About us

Our history

Built by marketers for marketers. Seeped in rich history, the DMA’s purpose has been to uphold the industry to the highest possible standard while paving the way for future marketers.

Since 1927, our team has worked hard to support members, promote the industry and celebrate those experts breaking boundaries. Our expertise in legislation lies in data protection, privacy and distance selling regulations, so from the start, the DMA has always had a customer-centric approach to data-driven marketing.

Our aim is to empower future marketers to hold these same high standards by providing expert support, legislation guidance and encouraging them to use data effectively to drive growth.

In this digital era of marketing, our strong beliefs in best practice, enshrined in the Code, has established the DMA as an industry leader. Our members commit to following our beliefs and have access to a variety of tools to enable them to rise to meet our high industry standards and stand out amongst their peers.

A closer look throughout the years

Founding & early years

1927

Founded as the British Direct Mail Advertising Association (BDMAA).

1975

The name was changed to the British Direct Marketing Association.

1983

The Mailing Preference Service (MPS) was founded by the BDMA to enable consumers to have their names and home addresses in the UK removed from lists used by the industry. It was a pre-emptive move to protect the industry from legislative threat.

1984

UK’s first Data Protection Act was established giving new legal rights to individuals whose personal information is held on computer.

1985

DMA Awards Launched.

Growth and influence

1992

The Direct Marketing Association (DMA) formed following the merger of like-minded trade bodies, forming a single voice to protect the direct marketing industry from legislative threats and promote its development.

1995

The Data Protection Directive Officially Directive 95/46/EC, enacted in October 1995, was a European Union directive which regulated the processing of personal data within the European Union (EU) and the free movement of such data.

1996

The Direct Marketing Association (DMA) launched the Telephone Preference Service (TPS) in 1996 as an opt-out service for consumers to manage unwanted telemarketing calls. The service was later given legal status in 1999 under the Telecommunications (Data Protection and Privacy) Regulations. The TPS is now run under licence by the DMA on behalf of the Information Commissioner's Office (ICO)

1998

Was a UK law that protected personal data stored in paper or on computers. It was designed to ensure that personal data was processed fairly and lawfully. The DPA was replaced by the General Data Protection Regulation (GDPR) in 2018.

Digital transformation

2000

With the rise of the internet and digital marketing, the DMA expanded its focus to include email marketing, social media, and digital advertising. It began providing guidance on compliance with new regulations, such as the EU's ePrivacy Directive.

2002

The Email Marketing Association was merged with the DMA to form the DMA Email Marketing Council.

The GDPR Era

2010

The DMA became a leading authority on data and marketing standards in the UK, helping businesses prepare for the introduction of the General Data Protection Regulation (GDPR) in 2018.

2014

DMA transforms its Code from a rules based to principles based approach.

2015

DMA merges with the IDM to bring a training offering to its members.

2016

DMA launches DMA Customer Engagement programme (research and events).

2017

The organisation emphasised its focus on data-driven marketing, creativity, and innovation, launching new initiatives to support marketers in the digital age.

Post Covid

2020

The DMA continued to advocate for responsible data use and innovation in marketing, launching resources and training programs for businesses to navigate challenges such as Brexit and evolving data protection laws.

2021

AI Strategy for Scotland: The DMA played a key role in the AI Strategy for Scotland, with a DMA representative appointed to a government advisory group.

2022

Data Protection and Digital Information Bill: The DMA led industry engagement on the new Data Protection and Digital Information Bill, with CEO Chris Combemale chairing the Business Advisory Group for the Secretary of State for DSIT.

2024

Following the election and the falling of the DPDI Bill, the DMA engaged with ministers in the new government to ensure the newly proposed Bill adopts and develops industry priorities.

2025

The Data Use and Access Act 2025 makes changes to UK GDPR, the Privacy and Electronic Communications Regulations (PECR) and the Data Protection Act (DPA) 2018. It introduces a series of targeted updates that modernise how data is used in practice. Over a five-year period spanning two Governments, the DMA advocated on behalf of our members to policymakers, regulators, and government officials to ensure the industry's most pressing concerns were heard. The refreshed legislative framework supports growth and innovation in marketing, while keeping the customer firmly at its core.

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We’re uniting the marketing world with our innovative and inspiring customer-first approach. We provide resources, training, and support to empower marketers to ensure responsible data use, meaningful connections and sustainable success.