Latest edition of DMA code of practice

The latest DMA Code of Practice contains: - A general update and revision â€" the last edition was 2003 and although essential bits have been updated since then (e.g. legislative requirements), there has no general revision for 5 years
- Reflects all new legislation â€" e.g. Consumer Protection from Unfair Trading Regulations 2008; Consumer Credit Act 2008; amendments to Data Protection Act 1998, etc.
- Developments in industry â€" e.g. new section on Mobile Marketing; new arrangements for the Direct Marketing Commission (formerly Authority); the new My Choice preference service for unaddressed mail, etc.
- New environmental obligations for membership â€" fairly general requirements to start with, recognising industry's responsibilities to environment
- New section on Marketing to Children â€" pulling together all the previous references to children into one separate annex for ease of reference
- Update generally for e.g. organisation name changes/terminology, etc. â€" e.g. DTI became BERR



The changes to the Code will ensure that members are absolutely up to date with all the legislative requirements concerning DM, and that the Code is even more user-friendly and relevant to the practical necessities of their marketing campaigns.