DMA writes new code of practice in green

Members of the Direct Marketing Association will now have to adhere to environmentally-sound procedures and adopt carbon-reducing policies as a condition of membership. In producing the fourth edition of its DM Code of Practice, the association has written in a series of guidelines aimed at making the industry sustainable and more environmentally-friendly.

David Metcalfe, chair of the DMA, said: “Government and regulators in the UK and European Union exert a constant pressure on the marketing industry to deliver effective and accountable standards of consumer protection. The best way to head-off onerous statutory controls is to maintain an effective self-regulatory system. The DMA through the DM Code of Practice does an exceptional job in achieving this.”

An entirely new section on the environment has been added to the Code. It includes guidelines on data hygiene, making environmental claims in marketing materials, using paper from sustainable sources, certification to environmental standards such as PAS 2020, corporate environmental policies and recycling messages on print.

While not statutory, all DMA members are required to adhere to the DM Code. The independent self-regulatory body, the Direct Marketing Commission, under newly-appointed chief commissioner George Kidd, oversees compliance. The new code comes into force from 1st September 2010 to give members time to adjust their procedures and policies as necessary.

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