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The Direct Marketing Association (DMA) has issued a new code of practice to address consumer privacy concerns, Marketing Magazine reports. The DMA said it is replacing existing guidance with this new set of five steps to “inspire the industry” to serve consumers with “fairness and respect.” The recommendations come after an 18-month, multi-stakeholder process, which included the UK Information Commissioner’s Office, the Ministry of Justice, the Department of Culture, Media and Sport as well as industry stakeholders. The new guidance will go into effect on 18 August. DMA Executive Director Chris Combemale said, “We’ve taken a new approach to self-regulation that recognises the need to focus on principles that go above and beyond compliance with the law.”
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