28th Jan 2026
Data Protection Guide for Marketers
Doing data right sits at the core of the DMA’s work. For decades, we have supported organisations to use data responsibly, in line with the customer-first principles of the DMA Code, and to build trust through good governance and effective compliance.
Guided by the DMA Governance Committee and written specifically for marketers, the new Data Protection Guide for Marketers provides a clear, practical explanation of the legislative framework that underpins modern marketing. It covers the key requirements of the UK GDPR, the Privacy and Electronic Communications Regulations (PECR), and the Data Protection Act 2018, focusing on how these rules apply in real-world marketing activity.
The guide approaches data protection through two complementary lenses. First, it sets out the core legal principles and explains how they apply to the processing of personal data for marketing purposes. Second, it follows the customer lifecycle, showing how those same principles operate at different stages of a customer relationship, from acquisition through to retention.
To support members further, we have also produced a suite of seven bite-sized guides and five practical templates. These concise resources translate legal requirements into usable tools, covering key topics such as legitimate interests, consent, third-party data, and privacy notices.
If you have questions about the Data Protection Guide for Marketers or how it applies to your organisation, DMA members can also access support through our free legal helpdesk.
Related events and webinars
Related courses & qualifications
NOT A MEMBER YET?
Join today
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.