The DMA has released a new industry code of conduct that will come into force on 18 August 2014.
The new code promotes ‘responsibility above and beyond compliance’ and is designed to address customer concerns about data sharing.
Chris Combemale, executive director of the DMA, said: “The hero principle of ‘putting your customer first’ demonstrates the evolution of our industry. Each marketer and organisation should see one-to-one marketing as an exchange of value between its business looking to prosper and its customer looking to benefit.
“Data fuels the digital economy, so earning customer trust is a commercial imperative. Brands must make every effort to ensure that they always collect and use consumers’ data in ways that they expect and benefit from.”
The code was produced after an 18-month consultation process with Ofcom, the Information Commissioner’s Office and industry stakeholders.
The guidelines are available from the DMA’s website.
