DMA goes green with new code of practice
The Direct Marketing Association (DMA) is continuing to bolster ‘green’ issues with the launch of its first revised code of practice for five years.
The updated code will be launched at the end of the year to reflect new legislations, such as an updated Consumer Protection from Unfair Trading Regulations (CPRs) and Business Protection from Misleading Marketing Regulations (BPRs).
In addition, a new section, ‘Members Responsibility to Environmental Issues’ will include the need for targeting and best use of suppression to promote environmental issues. A new annex for ‘Marketing to Children’ will also be included.
Other revisions will include the Gambling Act, Data Protection, and Field Marketing.
DMA director of legal and public affairs Caroline Roberts says: “We are currently revising the code that will be released in the autumn. The code has been updated to reflect new legislation and is in tandem with the Advertising Standards Authority’s CAP Code that is also currently being updated.”
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