Privacy and Data Security

Caroline Roberts joined the UK Direct Marketing Association as Director of Public and Legal Affairs in June 2001. She had previously worked in Parliament and as a lobbyist for the brewing industry.

In her role as DMA Director, her responsibilities include the analysis of relevant UK and European legislation and lobbying on behalf of the legitimate commercial activities of DMA members at the interface with government in the UK and in the European Union, and the development of alternative self-regulatory regimes, both to raise standards in the industry and to prevent unduly restrictive legislation.

She has a degree in Politics and Modern History from the University of Manchester.

DMA's Legal and Public Affairs Department

Three main areas of activity in the DMA's Legal and Public Affairs are:

- Legal advice - free advice to members on how to keep the right side of the law in their direct marketing campaigns; advice on the main pieces of legislation covering direct marketing (Data Protection Act 1998, Privacy & Electronic Communications Regulations 2003, Distance Selling Regulations 2000); regular newsletters and events to help members keep up to date with current law.

- Legislation - lobbying government and regulators in UK and in Brussels on proposed legislation, to ensure that the legitimate commercial interests of business are heard. At any one time, the DMA is lobbying on a wide range of issues, including data protection, consumer protection, financial services, company law, e-commerce, employment and general marketing and advertising.

- Self-regulation The DMA places great importance on self-regulation for the dm industry. We have a comprehensive Code of Practice; an independent complaints adjudicator, the Direct Marketing Authority; and a robust compliance scheme for the membership, to ensure that high standards of conduct are maintained and enforced. The DMA also participates in the wider industry self-regulatory field.

For more information on the Legal and Public Affairs Department, please visit www.dma.org.uk.