Marketers will be asked to adhere to rules regarding environmental best practice following revisions made to the Direct Marketing Association’s latest edition of the DM Code of Practice.
For the first time the DM Code sets out a series of guidelines concerning the use of data hygiene, making environmental claims in marketing materials, sourcing of sustainable paper, certification in environmental standards such as PAS 2020, adhering to a corporate environmental policy and using recycling messages on printed materials.
The DM Code of Practice is the direct marketing industry’s most far-reaching set of best practice guidelines, incorporating the CAP Codes, PhonepayPlus Code of Practice, and FSA Principles for Businesses, as well as relevant legislation.
Now on its fourth edition, the DM Code of Practice is a key component of the direct marketing industry’s self-regulatory framework, which staves off excessive regulatory clampdowns by legislators. While it has no statutory power, DMA members are required to adhere to the DM Code. To ensure compliance, the DM Code is upheld by the industry’s independent self-regulatory body, the Direct Marketing Commission.
Commenting on the publication of the latest edition of the DM Code of Practice David Metcalfe, chair of the DMA, said: “Government and regulators in the UK and European Union exert a constant pressure on the marketing industry to deliver effective and accountable standards of consumer protection. The best way to head-off onerous statutory controls is to maintain an effective self-regulatory system. The DMA through the DM Code of Practice does an exceptional job in achieving this.”
The fourth edition of the DM Code of Practice will be enforced from 1 September 2010. This gives DMA members two months’ grace to change their systems and procedures to ensure they are in line with the requirements of the new Code.
Significant revisions have been made to the latest Code since the previous edition, which was published in 2003. Chief among these revisions are:
• the introduction of new relevant legislation made law since 2003, including: > Consumer Protection from Unfair Trading Regulations 2008 > Gambling Act 2005 > Charities Act 2006
• the Your Choice Preference Service for unaddressed door-to-door mail
• the incorporation of the new CAP Code requirements (coming into force 1 September 2010)
• a section on environmental responsibility
• the Information Commissioner’s new powers of enforcement
• a new glossary section
• a new ‘Marketing To Children’ appendix • an update on Financial Service Authority rules
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