FEDMA - Federation of European Direct and Interactive marketing

Codes of Practice

FEDMA has initiated a mosaic of self-regulatory schemes for e-commerce, in order to ensure consumer confidence online and strengthen the e-commerce and interactive marketing business sector.

Best Practices
 
FEDMA has introduced a number of self-regulatory codes and guidelines.  These have been produced to be of mutual benefit to the consumer/customer and to business. Marketers rely on the trust and confidence of the customer/consumer and must provide proof that this trust and confidence is well justified.
 
In addition to the self-regulatory codes which are binding on members and hopefully followed by non-members, FEDMA has negotiated a co-regulatory code with the national data protection authorities (the Article 29 Working Party) and the European Commission. This code applies irrespectively to any company doing direct marketing in Europe, whether or not it is a member of FEDMA or of the national Direct Marketing Associations (DMAs).    The code is applied by the national data protection authorities as well as by industry. An annex on on-line direct and interactive marketing is being negotiated now and will also apply to all direct and interactive marketers whether FEDMA members or not. 
 
 
- Co-regulatory Code on Direct Marketing (2003)
Covers the 1997 Data Protection Directive and provides explanations for the direct and interactive marketing sector. You can download the code in English or French.

- Code of the List Brokers Council
Code produced by the Council to provide best practices for List Brokers in the EU. Please click: Code of Practice for Listbroking to open the code.
 
 
- Guidelines on the Environment and Toolkit
Environmental issues are of increasing importance for business and consumers. These guidelines provide best practice and are accompanied by a toolkit of examples which can be used (FEDMA's Guidelines on Environment) (FEDMA's Toolbox on Environment ).
 
 
- Code on Spyware
Spam is increasingly carrying spyware, malware, Trojan horses, viruses, etc. Legitimate business must be extra careful today to avoid any inadvertent or unannounced ‘intrusion’ into consumers’ computers which could be viewed as unacceptable, and which, therefore, reduces consumer trust and confidence. This code lays down ground rules for the sector. Please click: FEDMA Spyware Code  to open the code.
 
 
- Code on Telemarketing/Teleservices
The FEDMA Teleservices Council drafted this Code which covers issues such as avoidance of silent calls, training of operatives and best practices. Please click: Telemarketing Code to open the code.
 
 
- Code on e-Commerce (under review)
Produced just before the EU’s own e-Commerce Directive in 2000, this code follows the directive very closely with best practices. Please click: a Code of Conduct for e-Commerce and Interactive Marketing to open the code.
 
 
- Global Convention on Preference Services
Together with the International Federation of Direct Marketing Associations (IFDMA), FEDMA strongly supports and advocates Preference Services (otherwise known as Robinson Lists) where consumers can opt out of being approached by unsolicited mailings, or telephone marketing or by other media. This Convention is intended to create an environment for exchange of information between the Preference Services. Please click: Global Convention on Preference Services to open the code. FEDMA and the US DMA, with the support of the UK Telephone Preference Services Ltd., has produced a Global Guide to Robinson Lists/Preference Services which is available from the FEDMA Secretariat here.
 
 
FEDMA also participates actively in the work of the International Chamber of Commerce (ICC) Advertising & Marketing Code which has just been revised (click here) and the work of the European Advertising Standards Alliance (EASA) (click here). 

 

FEDMA participates actively in the adoption of international Codes of Conduct through the International Chamber of Commerce (ICC) and the European Advertising Standards Alliance (EASA).

FEDMA strongly encourages its members to use preference services to purge their mailing /telephone /fax /e-mail lists (refer to Global Convention on Preference Services/Robinson lists - see above).

FEDMA is currently revising the Code of Conduct for E-Commerce and Interactive Marketing. The Code is playing an important role in each DM market and has, among others, been translated into Portuguese by the Portuguese Direct Marketing Association.