Direct marketing code may affect the channel too

Customer must come first in both business to consumer and business to business relationships, says trade body

All marketers should sign up to abide by a new direct marketing code that goes beyond what is required by law, according to the Direct Marketing Association (DMA).

The DMA has just released a new code of conduct for marketers making direct contact with prospects and customers, in response to what it says is a rising tide of mistrust among consumers.

The new code's principles apply to both B2C and B2B direct marketing and are aimed at boosting consumer confidence in businesses' data sharing practices.

"While the law differs in parts for B2C and B2B, the essential principle of putting the customer first applies consistently - regardless of who the customer is," a DMA spokesperson told ChannelWeb.

The voluntary code covers all forms of digital and offline marketing where data is collected and used -- whether that be via email, SMS, social media, advertising mail, or telemarketing. One-to-one marketing is a £47bn market in the UK, 2012 figures suggest, the DMA said.

Chris Combemale, executive director of the DMA, said there is a need to focus on principles that go beyond simple regulator compliance, in recognition of the need to earn consumer trust.

"Data fuels the digital economy, so earning consumer trust is a commercial imperative. Companies must make every effort to ensure that they always collect and use consumers' data in ways that they expect and benefit from," Combemale explained.

"It's perfectly easy to follow all of the details of regulation and yet fail to meet the expectations of the consumer, such as in how you use their data."

Also, individuals' contact preferences should be respected, and targeting practices be "scrupulous", he said.

The new code is the result of 18 months of consultation among marketers, Ofcom, and the Information Commissioner's Office alongside the Ministry of Justice and the Department of Culture, Media and Sport. All businesses are urged to sign up to the new principles, which will be enforced by industry watchdog the Direct Marketing Commission from 18 August.