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The DMA code
The DMA Code is overseen by the Data & Marketing Commission to ensure the highest possible standards are met.
The DMA Code is the gold standard that sets the Data and Marketing Association apart. It’s our promise - and our proof - that organisations can thrive when they’re built around the customer. Clear, uncompromising and values-driven, the Code puts customers first by ensuring organisations do data right. It’s the guiding light for responsible marketing, fuelling sustainable growth with integrity, accountability and respect at its core.
For our members, it’s more than a pledge - it’s a badge of honour that proves their marketing is built on trust, reassures customers and gives them a winning edge in an increasingly competitive marketplace.
What is the DMA Code?
The DMA Code is an ethical framework that sets the standards for the Data and Marketing industry to which all DMA members adhere, demonstrating a commitment to build trust and drive effectiveness in marketing.
The DMA Code is our guide on how to do marketing the right way. We want customers to trust who sells to them. Being honest, smart and powerful means everyone wins - businesses, consumers and the whole economy.
The Code outlines six clear principles to help achieve this and to foster a culture of responsible, innovative data marketing:
Put your customer first
Respect privacy
Be honest and fair
Be diligent with data
Take responsibility
Put your people at the heart of your data and marketing
The Code sets the bar for how our industry operates. When you join the DMA, you commit to it, showing your dedication to doing business with integrity and putting customers first. But the Code isn’t static; it’s constantly evolving. Thanks to oversight from the DMA Governance Committee and our AI Council, we keep pace with changes in our industry and make sure it stays relevant.
The recent introduction of the 'People Principle' underlines the importance of diverse, inclusive teams and continuous professional development - all with the aim of delivering best practice for a truly customer-centric marketing strategy.
The 'People Principle' encourages members to upskill their teams, with the Code recommending dedicating one hour per week to learning. It also enhances accountability around diversity, equity, and inclusion, aiming to improve customer outcomes and mitigate biais with more relatable, representative and authentic marketing.
PUT YOUR CUSTOMER FIRST
Value your customer, understand their needs and offer relevant products and services
- 01.
Customers receive a positive and transparent experience throughout their association with an organisation.
- 02.
Customers receive marketing information that is meaningful to them and reflects their preferences across all relevant channels.
- 03.
Customers receive prompt, efficient and courteous service, which recognises and respects different customer needs.
- 04.
Customers receive marketing that is appropriate and pertinent.
RESPECT PRIVACY
Act in accordance with your customer’s expectations
- 01.
Organisations have a clear understanding of the value exchange when sharing personal information.
- 02.
Organisations are open, honest and upfront about why they are collecting data and how they intend to use it.
- 03.
Organisations are sensitive to their customers’ needs and avoid marketing that is intrusive or excessive.
- 04.
Organisations recognise vulnerable customers and market to them responsibly.
BE HONEST AND FAIR
Be honest, fair and transparent throughout your business
- 01.
Organisations are clear, open and transparent.
- 02.
Organisations treat their customers and members of the public they engage with fairly. Customers have control of their personal data.
- 03.
Organisational decisions are fair, non-biased and transparent.
BE DILIGENT WITH DATA
Treat your customer’s personal data with the utmost care and respect
- 01.
Customers always know who is collecting their data, why it is being collected and what it will be used for.
- 02.
All customer data held by organistions is accurate, up to date and not held longer than necessary.
- 03.
Organisations always hold customers’ data safely and securely.
- 04.
Organisations minimise the personal information they are processing.
TAKE RESPONSIBILITY
Act responsibly at all times and honour your accountability
- 01.
Organisations have the resources and systems in place to carry out agreed contracts.
- 02.
Organisations take responsibility for the entire customer experience, whether provided in-house or outsourced to a third party.
- 03.
Organisations take responsibility for their commitments and fix things if they go wrong.
- 04.
Organisations provide accessible customer support in real time with customer service representatives.
PUT YOUR PEOPLE AT THE HEART OF YOUR DATA AND MARKETING
Build and develop skilled, diverse and inclusive data and marketing teams
- 01.
Organisations produce marketing that is relevant, representative and authentic.
- 02.
Organisations build brand reputation via an equitable culture and motivated, professional and fulfilled marketers.
- 03.
Organisations create an environment where its people can continually grow and learn to deliver best practice and combat bias with innovative marketing, harnessing data, technology and creativity.
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700+ organisations. 27,000 marketers. One mission.
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.