DMA plans search marketing code

The Direct Marketing Association (UK) plans to draw up a new code of conduct to establish rules governing how marketers use search marketing. The rules are due to be introduced in March 2007.

The Direct Marketing Association (UK) plans to draw up a new code of conduct to establish rules governing how marketers use search marketing. The rules are due to be introduced in March 2007.

Robert Dirskovski, head of interactive at the DMA, says that the internet now takes 10% of UK advertising spend. He adds: “With over 60% of UK consumers having access to the Web, it’s clear that the internet has shifted up several gears in marketing terms in the past year.”

The DMA’s Search Marketing Group will meet early in the New Year to agree the elements of the proposed search marketing code. A draft document will then be circulated to DMA members and interested parties in the marketing industry for comment.

The DMA plans to incorporate the search marketing code into the Direct Marketing Code of Practice by March 2007.

The Interactive Advertising Bureau (IAB) in the US has also introduced a search marketing code, but the IAB UK has not yet done so.

Dirskovski says the DMA would welcome input from the IAB UK: “This needs a cross-industry consensus. It’s probably the most difficult thing we’ve ever tackled because of the enormous complexities of the issues involved – but we’ve got to try.”

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