FEDMA’s Code of practice provides an interpretation of the European Data Protection Directive from 1995 in terms designed to be understood by direct marketers. The code was approved in 2003 by the Data Protection Authorities at European level in the article 29 Working Party, making the FEDMA code a recognised interpretation of European data protection rules. FEDMA and its DMA members are working to update this code in compliance with the GDPR. FEDMA provides regular updates to its members on its Code of Conduct.


In addition, FEDMA sits on the board of EASA and EDAA and is a partner of the International Chamber of Commerce (ICC) and the Global Data and Marketing Alliance (GDMA).

EASA has a network of 41 organisations representing 27 advertising standards bodies (also called self-regulatory organisations) from Europe and 13 organisations representing the advertising ecosystem (advertisers, agencies, the media, etc.) and 1 digital pure play company. EASA’s role is to set out high operational standards for advertising self-regulatory systems, as set out in the Best Practice Model and EASA’s Charter.

EASA helps to make sure that ads are legal, decent, honest, truthful, prepared with a sense of social responsibility and created with due respect to the rules of fair competition. The well-enforced ad standards are established by EASA. These ensure that ad self-regulation is better regulation.

The European Interactive Digital Advertising Alliance (EDAA) manages the European self-regulatory programme for Data-Driven Advertising (or Online Behavioural Advertising/OBA). EDAA provides the ‘AdChoices Icon’ to companies involved in data-driven advertising across Europe, which consists of the collection and use of previous web-browsing activity (through cookies) to deliver relevant advertising to the consumer. The AdChoices Icon is a consumer-facing, interactive symbol that links consumers to an online portal, YourOnlineChoices.eu, where anyone can find easy-to-understand information about data-driven advertising as well as a mechanism for exercising informed choice over tailored, personalised ads – if you so wish, you may ‘turn off’ personalised advertising by some or all companies.

FEDMA is part of the International Chamber of Commerce (ICC) and sits on its Marketing and Advertising Commission, which is currently in the 11th revision of the ICC Advertising and Marketing Communications Code, which seeks to protect consumers by clearly setting out the 'dos and don'ts' for responsible marketing to ensure legal, honest, decent and truthful communications and practices.

FEDMA’s Secretariat also manages the Global Data and Marketing Alliance (GDMA), which represents the values of data-driven marketing associations on a global scale and leads worldwide initiatives aimed at providing marketers with global trends, thought leadership and know-how on data-driven marketing and advertising across all sectors, disciplines and channels. The GDMA Global Privacy Principles establish a worldwide framework for customer communication that should underpin all legal and commercial approaches. They are designed as an instrument of best practice and are intended to serve as a guide for self-regulation and legislation.