The UK Direct Marketing Association (DMA) has launched a new code of practice to address consumer concerns around UK marketing practices.

The DMA, which has over 1,000 members, including blue-chip organisations, list brokers and mailing houses, is the national trade body which promotes standards of ethical conduct and best practice in UK direct marketing.

Compliance with the code is mandatory for all DMA members and is also recognised by the UK Information Commissioner's Office (ICO) and other bodies as good practice for nonmembers. The code is enforced by the independent Direct Marketing Commission, which can suspend member organisations for applicable breaches of the code or refer them to law enforcement or consumer protection authorities when necessary.

The new code follows an 18-month consultation process with industry stakeholders, government regulators and the ICO. The DMA has replaced its existing rules with a set of five principles to serve customers with "fairness and respect." Such principles include being honest, fair and transparent about costs and processes and respecting privacy, whereby organisations must, for example, follow the rules under the UK Privacy and Electronic Communications Regulations on the sending of marketing communications, maintain appropriate in-house suppression lists and ensure marketing lists are cleaned against the relevant preference services, such as the TPS for telephone and MPS for postal mail.

The new code came into effect on 18 August and is available here.