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DMA publishes its response to the ICO's Direct Marketing Guidance consultation

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Read the DMA’s full response.

The Data Protection Act 2018 requires the Information Commissioner’s Office (ICO) to create a Direct Marketing Code of Practice. A document that will replace previous guidance published by the ICO.

The new Code will be used to provide practical guidance and to promote best practice. It will be the future reference point for marketers operating in the UK.

The DMA’s response to the consultation highlighted the need for the ICO to adopt a customer-first approach in the new Code. Putting the customer first will ensure that marketers engender trust with their customers.

Once trust is lost it takes a long time to regain, if at all. The Code is an opportunity to drive customer-first approaches across the marketing sector and to foster long-term customer relationships.

Our response outlines the topics we believe the Code should cover and in particular the areas marketers need clarity on.

You can read our response here.

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