The DMA Code of Conduct should be followed by all direct marketers. In addition to that the Code of Advertising Practice published by the Advertising Standards Authority (ASA) (now know as the Advertising Regulatory Board) should also be consulted. It is based upon the International Code of Advertising Practice, prepared by the International Chamber of Commerce.
The Code is supplemented by individual codes, which conform to the general principles laid down by the first, and differ only in detail where the individual needs are to be met.
Appendix C of the Code refers to the individual Code of Ethics and Standards of Practice in the Direct Marketing field. It applies to DMA’s member organisations, to consumers and businesses – with specific exemptions.
The Advertising Standards Authority of South Africa is currently reviewing the Code of Practice.