National Self-Regulation

  • The Guide to GDPR.

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  • DMA Code

The Code promotes the evolution of one-to-one marketing as an exchange of value between businesses, looking to prosper, and customers, looking to benefit.

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  • The DMA has issued the following Guides, only accessible to its members: Social Media, Inserts, Telemarketing, Data, Mobile, E-mail and Advertising Mail.

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  • Guidelines for call centres dealing with vulnerable consumers.

The DMA UK’s Contact Centres & Telemarketing Council has published a set of guidelines for call centres and companies engaged with telemarketing on how to identify and manage a call with someone they believe is unable to make an informed decision, such as those living with dementia or mental health issues.  The Guidelines were produced in November 2012 and updated in 2017.

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  • DataSeal

Developed in conjunction with BSI Management Systems, DataSeal is the only data security standard for data-owning and data-handling companies in the one-to-one marketing industry. Through certi­fication, customers, clients and regulators can be con­fident that a company operates within a tried and tested framework that exceeds the minimum legal requirements.

This private standard is available to DMA members and non-members. The DMA will actively promote DataSeal to users of marketing services as a prerequisite when selecting service providers.

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  • The UK Code of Non-Broadcast Advertising and Direct & Promotional Marketing (the CAP Code).
  • The UK Code of Broadcast Advertising (the BCAP Code).

These key self- regulation and co-regulatory codes of practice must be followed by all advertisers, agencies and media.

The Codes are written and maintained by the Committee of Advertising Practice (CAP) and the Committee of Broadcast Practice (BCAP), and are enforced by the Advertising Standards Authority, who can take steps to remove or have amended any ads that breach the rules of the Code. 

The Code is kept up to date on a regular basis.

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