Introducing the new DMA Code

We have fundamentally re-designed the DMA Code to work intuitively for both marketers and customers.

This approach to self-regulation recognises the need to focus on principles that go above and beyond compliance with the law. It's perfectly easy to follow all of the details of regulation and yet fail to meet the expectations of the customer, such as how you use their data.

The new DMA Code is an aspirational agreement to which all DMA members and their business partners must adhere.

It aims to promote one-to-one marketing as a true exchange of value between your business, looking to prosper, and your customer, looking to benefit. It provides you with the five clear principles that will guide you to achieve this, and against which your conduct will be measured.

Gone are the pages of detailed rules; in their place, these principles are obvious and common-sense but are powerful, liberating and unequivocally support one-to-one marketing that aspires to build sustainable success through positive, customer-first relationships.

What does the new DMA Code mean for you?
The new principles-based approach allows you to make quick, positive, intuitive decisions that liberate your work. Does it feel right? Is it honest and fair? Is it responsible and sensitive? Does it genuinely put your customer first?

Using the new Code, you can trust the integrity of your conduct rather than getting bogged down in the letter of the law and be confident as you build your success on positive foundations.

What does the new DMA Code mean for your customer?
The new Code is deliberately clear and easy to understand for the man on the street, too.

It serves as the manifesto to which our customers can hold us: they can trust that we will be fair, attentive to their needs and attitudes and honest in our efforts to make marketing a valuable service suited to them.

See the new DMA Code now
Please take a few minutes to familiarise yourself with the new DMA Code now – and begin to use the principles to guide and inspire your work from today.

Explore the new DMA Code now.