Privacy and Cookie Policy
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1. Who we are: Data and Marketing Association Limited (DMA)
We are the leading UK trade body for the data and marketing industry, led by customer-first principles and a code of ethics.
1) Data and Marketing Association Limited (a company limited by guarantee, registered in England and Wales. Company registration number 2667995).
2) Institute of Data and Marketing Limited (a company registered in England and Wales. Company registration number 02168165), designed to drive the industry forward through fully accredited qualifications that evolve with the demands of consumers, technology and wider society.
3) DMA Talent, which provides a pathway for talent entering the data and marketing industry.
Our registered office address is at Lynton House, 7-12 Tavistock Square, London WC1H 9LT, company registration number 2667995.
This privacy notice explains the personal data we collect and process, the purposes for which we do so and your individual privacy rights, in accordance with UK GDPR, the Privacy and Electronic Communications Regulations (PECR) and DPA 2018.
If you have any questions about this privacy notice, please contact legaladvice@dma.org.uk.
2. How do we collect your personal information?
We collect your information when:
a) You apply for membership
b) You complete one of our online forms
c) You attend one of our events, panels, conferences, workshops or labs
d) You add your email address to sign up for our email news
e) you provide your contact details to an Account Manager
We may also collect your information when:
a) You attend one of our partners or sponsors events
b) Your details have been added by your colleague or primary contact for your corporate or professional membership
3. How do we process your personal information?
| Purpose Activity | Type of Data | Why we need to process your personal information | Lawful basis for processing |
| A corporate membership application form at organisation level. | Organisation name. Postal address. Telephone number. Names and contact details email, telephone number, postal address of Compliance Officer. Names email addresses and passwords of other staff members who wish to be registered with the DMA. Areas of interests of staff members. |
Processing your membership application Postal marketing Email marketing and to conduct calls Providing Compliance Officer with information relating to compliance obligations under DMA Code Providing staff members of corporate organisations with access to the website |
Contract Legitimate Interest Legitimate interest Contract Contract |
| A professional membership application form at organisation level | Organisation name. Postal address. Telephone number. Names and contact details email, telephone number, postal address of Compliance Officer. Names email addresses and passwords of other staff members who wish to be registered with the DMA. Areas of interests of staff members. |
Processing your membership application Postal marketing Email marketing and to conduct calls Providing Compliance Officer with information relating to compliance obligations under DMA Code Providing staff members of corporate organisations with access to the website |
Contract Legitimate Interest Legitimate interest |
| Completing an event or training booking form on the website | Name. The name of where you work. Postal address. Telephone number (landline and mobile). Email address. Job title. Payment card details, bank account details, billing address. |
Dealing with an order or booking Internal accounting processes Provide you with information relating to your order or booking Internal accounting processes To send email marketing To conduct calls To send direct mailings |
Contract Contract Contract Contract Legitimate interest or soft opt-in as relevant Legitimate interest Legitimate interes |
| Visiting and browsing our website | IP address. | To enable our website to function, remember site preferences, understand how people visit our website (see our Cookie Policy for more information). | Consent. |
| Completing an individual Student membership application form | Name. Email address. Job title. Linked In profile. Payment card details, bank account details, billing address. Expected year of graduation for pre-career students only. Statement that a pre-career student is over 16. |
Processing membership application form Internal accounting processes. Providing you with service information relating to your IDM membership To send email marketing To conduct calls To send direct mailings |
Contract Contract Contract Legitimate interest or soft opt-in as relevant Legitimate interest Legitimate interes |
| Individual registration on the website | Name. Job title/role. Email address. Facebook handle. Twitter handle. Biography. Photograph used as profile image. Your interests. Log in details - email address and password. |
Providing you with access to the website | Consent |
| Signing up for our regular newsletter online | First name, last name, email address and company name. | To send you regular updates that you’ve asked for | Consent |
| Segmentation and analytics – profiling for direct marketing purposes | Job title. DMA Region. The type of organisation you work for. Your individual profile on the DMA's database. Your organisation's profile on the DMA's database. |
To provide targeted and appropriate marketing messages | Legitimate interest |
| DMA Talent Programmes | Name. Postal address. Email address. Telephone number. Linked In profile. Interests and activities. Education. Work experience. Views on brands and marketing campaigns. Details about further education. Gender, race ethnicity, disability, long-term illness, health issues. |
Processing your application, evaluation of your application to join a DMA Talent programme, communication whether you have been selected for a DMA talent programme, administering and running the relevant DMA Talent programme Equal Opportunities monitoring To send email marketing |
Contract |
| Further education institution accreditation form of IDM | Name. Job title. Email address. |
Registering the further education institution as an IDM accredited institution | Contract |
| Registration of individual students from IDM accredited institutions | Name. Email address. Telephone number. Address. |
To ensure that students can leave the institution with an IDM qualification | Consent |
| DMA Awards | Name. Email address. Company Name. Job title. Address. Telephone number. Mobile number. |
Entering into the awards, assessing the awards, completing the judging process, communicating about the awards To send email marketing To conduct calls |
Consent Contract Legitimate interest or soft opt-in as relevant Legitimate interest |
| Applying for a job | Name, postal address, email address, telephone number. Successful applicants will be required to provide identification and right to work documentation. | Processing your application | Consent |
4. Communications and Updates
We would like to keep in touch with you by email, telephone, SMS or post, so you don’t miss out on the latest news, research insights, learning opportunities, DMA membership and expert-led events from the DMA. When you supply your personal information, you can choose how you would like to hear from us by ticking the relevant boxes. You can change your mind at any time.
If you'd like to stop receiving marketing communications, you can:
a) Click the unsubscribe/opt-out option in any marketing communications from us.
b) Contact us at dmaunsubscribe@dma.org.uk or write to us at Legal Department, Data and Marketing Association Limited, Lynton House, 7-12 Tavistock Square, London WC1H 9LT.
5. Lawful Basis
The lawful basis for which we process your personal information depends on the nature of our relationship with you, the types of personal data we process as well as the purpose of processing. The lawful bases on which we rely on are:
5.1 Consent: This means that you have agreed to let us process your personal data, in the form of an opt-in or disclaimer, as explained at the point of data collection, for example when you sign up for our regular e-newsletter. You can change your mind and withdraw your consent by contacting us at dmaunsubscribe@dma.org.uk, or by writing to us at Legal Department, Data and Marketing Association Limited, Lynton House, 7-12 Tavistock Square, London WC1H 9LT.
5.2 Legitimate Interest: This means we have a legitimate business interest to use your data and we feel that this use is of benefit to you and is something you would expect. We will also offer you the option to opt-out if you choose.
5.3 Contract: This means we need to process your data in relation to a contract between us and you (e.g.: your membership or employment contract).
5.4 Legal Obligation: This means that we have to process the personal data in order to comply with the law. If you would like more information, you can read more about the lawful grounds for processing personal data on the ICO's website
6. Sharing your personal data
We won't share your personal data with third parties for marketing purposes, unless you give us your consent, or it is in the legitimate interests of the third parties.
We may share your personal data with:
a) Any other trading arm of the DMA, as stated in the intro to this Privacy Notice.
b) Our business partners, suppliers and sub-contractors as part of our relationship with you, and after confirming that they will only process your information on our instruction and while using appropriate security.
c) Our auditors, legal advisers and other professional advisors or service providers.
d) Credit reference agencies, to confirm you are suitable for membership of one of the DMA trading arms.
In the case of personal data obtained via our websites:
a) analytics and search engine providers that assist us in monitoring usage of our websites, subject to our cookie notice.
7. Disclosure of your personal information
We may share your information with third parties:
a) If we sell or buy assets, in which case we may disclose your personal information to the prospective buyer or seller, subject to the terms of this privacy notice.
b) If the assets of the DMA or any organisations which are part of the DMA are acquired by a third party and members and contacts are one of the transferred assets.
c) If we are legally required to share your personal data, or in order to enforce or apply our contractual terms and conditions with you.
d) To protect the rights, property, and safety of the DMA, our members, and others. This includes sharing your personal information with other organisations for the purposes of fraud protection, credit risk reduction and preventing cybercrime.
8. International transfer of your personal information
We do not routinely transfer or store your data outside of the European Economic Areas (EEA) (the 28 Member States of the European Union plus Iceland, Lichtenstein and Norway), or to countries which do not have an EU or UK adequacy decision. If we do, we will only do so under the appropriate Article 64 transfer mechanism in UK GDPR, or with your consent.
9. Retention Periods
We won't keep your personal data any longer than we need to.
You can take a look at our data retention policy by emailing legaladvice@dma.org.uk or by writing to us at Legal Department, Data and Marketing Association Limited, Lynton House, 7-12 Tavistock Square, London WC1H 9LT.
We will keep your personal data for as long as we are able to market to you.
If you withdraw your consent, we will keep your details to make sure we don't contact you again for marketing purposes, and for our own legal, regulatory, and accounting purposes.
10. Your Data Matters
We are led by customer-first principles and want to inform you of your personal data rights.
If you decide to remove or view the data we hold about you, we may need to confirm your identity. If this is the case, we will let you know, and would need to see some form of ID, like your passport or driving licence.
In order to offer as much clarity as possible, we've supplied links to the ICO website so you can read further into your data rights and what they mean.
a) The right to be informed - you have the right to know what we are collecting and how we are collecting it.
b) Right of access - you have the right to know whether we are processing your personal data, and what we are processing. We will respond within one month of receiving your request.
c) Right to rectification - you have the right to have any incorrect personal data corrected or completed if it is incomplete. We will respond within one month of receiving your request.
d) Right to erasure - this right, often referred to as the right to be forgotten, allows you to ask us to erase personal data where there is no valid reason for us to keep it. We will respond within one onthof receiving your request.
e) Right to restrict processing - you have the right to ask us to restrict processing of your data. We will respond within one month of receiving your request.
f) Right to object - you have the right to object to our processing of your personal data based on:
(i) legitimate interests, or for the performance of a task in the public interests/exercise of official authority (including profiling);
(ii) direct marketing (including profiling); and
(iii) for purposes of scientific/historical research and statistics.
To learn more about your rights and personal data, see the ICO's website 'Your Data Matters'.
If you have any questions or would like to exercise any of these rights, please contact us at legaldepartment@dma.org.uk or write to us at Legal Department, Data and Marketing Association Limited, Lynton House, 7-12 Tavistock Square, London WC1H 9LT.
11. The right to lodge a complaint to the Information Commussioner
We'd appreciate an opportunity to fix things, but you can complain to the Information Commissioner's Office (ICO) by clicking here.
If you contact us at legaladvice@dma.org.uk, or write to us at Legal Department, Data and Marketing Association Limited, Lynton House, 7-12 Tavistock Square, London WC1H 9LT, we'll try to put things right.
12. Changes to this privacy notice
This privacy notice is regularly reviewed and will be updated when necessary.
Any changes will be published on our Privacy Notice at dma.org.uk (and in the case of major changes, you'll receive an email to clarify the changes).
Any changes will be effective from the publication date, which will also be noted on dma.org.uk.
This notice was last updated May 2023.
