Legal & Public Affairs
Policy & lobbying
The DMA is the voice of the data and marketing industry, advocating to policy makers, regulators and government officials on behalf of our members.
The DMA is respected across government as UK’s expert voice on the use of data for marketing. The DMA Code sets the standard for all marketers to “do data right” so that growth is fuelled by integrity and customers trust the brands who sell to them.
We advocate for a legislative framework that balances innovation with privacy and for investment in the skills needed to harness the power of data as a force for good.
We are the UK’s most customer focussed business organisation and the only one with a consumer protection division, comprising of the Telephone Preference Service and Mail preference Service.
By putting customers first, our opinions are trusted, enabling us to preserve commercial freedoms for our members, drive growth, and increase your influence.
Objectives
Promote growth and innovation by ensuring data protection legislation achieves the right balance between the right to privacy and the right to conduct a business
Build trust so that data and technology can be harnessed as a force for good
Ensure that legislators and regulators that attracting and retaining customer and donors is an essential activity without which no business or charity could exists
Promote responsible marketing
Lobbying for our Members
DMA lobbying is by the industry for the industry. We systematically gather compelling evidence on the issues that matter most to our members and proactively engage with legislators and regulators.
Influencing Legislators
Legislative change in the DUA Act, championed by the DMA over five years and across two governments, will generate over £1 billion annually for the industry based on evidence provided by members.
Legitimate Interests
DMA members identified legal certainty around use of legitimate interests for direct marketing as a critical priority. Evidence provided by members demonstrated that legal certainty for LI could unlock over £500 million of investment, including spending on print production, third party data sales, creative development and postage.
Charity Soft-opt-in for email marketing
DMA members in the charity sector identified extending the soft opt in for email to charity fundraising as their most important legislative priority. Supporting data provided by the DMA, and validated by government analysts, demonstrated the potential for £290 million of increased donations annually by donors contactable by email.
New exemptions to consent for cookies
Legislative change in the DUA Act championed by the DMA extends exemptions to consent. Websites who use cookies only for first party relationships may now be exempt from cookie banners leading to £ millions of operational cost savings and improved customer experiences, especially for B2B websites, pure play ecommerce sites and charity websites.
AI and machine learning
AI and machine learning are used by marketers to gain insight into their customers and make suggestions for products or services that are relevant to their interests. Amendments to Article 22 GDPR provide greater certainty that these marketing activities may continue normally for improved relevance and ROI while ensuring fairness and eliminating bias in algorithms.
Influencing Regulators
For legislative change to benefit our members, it is important that regulators interpret the legislation in the way it was intended. The DMA intercedes with regulators on behalf of members using our voice to achieve better outcomes for members
The Information Commissioner (ICO)
The DMA has worked closely with the ICO since its founding in 1984, exerting strong influence on each iteration of the Direct Marketing Code of Practice. The DMA’s GDPR guidance for marketers was endorsed with a forward from the Information Commissioner. We are currently contributing to the ICO’s guidance on the DUA Act. The DMA’s wholly owned subsidiary TPSL runs the Telephone Preference Service under contract from the ICO, and the ICO recognises the importance of the Mailing Preference Service. No other organisation has a similar position of influence.
Preserving Charity Lotteries
In 2024 charity members identified a Gambling Commission consultation as threatening the existence of charity lotteries. Working collaboratively with the DMA’s Fundraising Working Party the DMA succeeded in preserving charity lotteries estimated to be worth £345 million to charities annually by the Chartered Institute of Fundraising.
Facts & figures
Over
3,500 hours
of lobbying on the DUA Act, 14 member priorities achieved
Over
£1 billion
of annual revenue and cost savings for the industry
Around
8-12
consultations per year
Contribute to Current Consultations
The policy priority for the rest of 2025 is to respond to ICO consultations on the implementation of the amendments in the DUA Act. Without correct ICO interpretation the legislative changes the DMA worked so hard to achieve will come to naught. The consultation roadmap includes
ICO consultation on a new chapter within the draft updated guidance on storage and access technologies (cookies): currently live with deadline of 26 September
AI and Automated Decision-Making Code of Practice, Autumn 2025
Changes to consent in PECR Autumn 2025
Legitimate Interests in GDPR Autumn 2025
Soft opt-in for Charities Autumn 2025
100 years of influence
Founded in 1927 as the British Direct Mail Advertising Association, the DMA will soon celebrate 100 years of influencing governments on use of data across all marketing channels, driven by our passion for customer communication and doing data right. From humble analog beginnings the DMA has championed the responsible use of data through wave after wave of innovation and transformation, championing growth, building trust and protecting privacy.
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