The Direct Marketing Association (DMA) has overhauled its code of conduct replacing 170 pages of prescriptive rules with five principles that it hopes will help its members build and maintain
the trust of their customers.
The five principles are: ‘Put your customer first’, ‘Respect privacy’, ‘Be honest and fair’, ‘Be diligent with
data’ and ‘Take responsibility’. All DMA members are required to adhere to the DMA’s code. Those that break the spirit of principles, will be expelled and face reputational
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