The DMA Code
The DMA Code is an ethical framework that sets the standard for the data and marketing industry.
Created by the DMA Governance Committee and enforced by the Data & Marketing Commission (DMC), the Code promotes transparency, authenticity, and responsibility. These qualities are key to building trust, loyalty, and long-term business success.
Committing to the Code
When you become a DMA member, you commit to the Code, demonstrating your dedication to doing business with integrity, putting your customers first, and aligning with the highest industry standards. The Code provides five clear principles to guide ethical marketing practices, ensuring accountability and responsible conduct.
An important part of being a DMA member is championing and promoting the Code’s values to help shape a responsible and thriving marketing industry.
The Code’s Hero Principle: "Put Your Customer First"
Marketing should be a genuine exchange of value. Your business thrives, and your customers benefit. Following the Code helps protect your brand’s reputation, reduces risks, and sets you apart as a trusted organisation.
Evolving for the Future: The New 'People Principle'
To keep pace with industry change, the DMA Code continuously evolves.
Our latest updates reflect current legislation and technology, particularly in an era of AI, and introduces the new 'People Principle'.
This principle highlights the importance of diverse, inclusive teams and continuous professional development to deliver best practice for a truly customer-centric marketing strategy.
Unlike the other principles, the 'People Principle' is not overseen or enforced by the DMC. It is designed to empower, not regulate. It helps organisations build a strong, representative and skilled workforce while driving growth through marketing that is more relatable, inclusive, and authentic.
What is the DMA Code?
Watch our CEO, Rachel Aldighieri, explain the Code and why it matters:
Discover the 'People Principle'
Learn what the principle is, why we’re introducing it, how we’ll support you in its implementation, and its benefits to your organisation.
It's been shaped by industry experts. Hear from DMA’s Talent Committee Chair, Jarmilla Yu, on how the ‘People Principle’ was developed and why it’s key to the future of marketing.
For further details about the new ‘People Principle’, visit our FAQs page here.
-
Upholding Responsible Marketing Practices
The Data & Marketing Commission (DMC) is the body which oversees and enforces the DMA Code (baring the People Principle).
You can register a complaint about a DMA Member here and our adjudications on complaints are published regularly on this here.