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ADMA releases first Code of Practice update since 2006 urging marketers to ‘act ethically’

Sangster

Sangster

The Association for Data-driven Marketing and Advertising has launched a new Code of Practice that takes a ‘media-agnostic’ approach to data-driven marketing and advertising.

The new Code of Practice aims to place consumers’ interest at its core while giving marketers the appropriate guidelines and support to make responsible decisions around data, technology, creativity and content.

ADMA CEO Jodie Sangster said in a statement: “The future of marketing and advertising self-regulation will be shaped by the behaviour and ethical decision-making of organisations in their data and marketing practices. There is an absolute requirement to act ethically, and those who do so and put the customer first will win.”

“We have taken a ‘media-agnostic’ approach, establishing best practice standards across the multi-channel marketing and advertising landscape. Members need to put the consumers’ interests first, perfectly aligning self-regulation with the culture of customer-centric marketing,” said Sangster.

The Code’s Principles include:

  • use data responsibly
  • provide choice
  • promote fairness
  • encourage transparency
  • be honest
  • value safety

 

ADMA codeMembers will be given Code Guidelines where required that help them to interpret and apply the principles contained in the Code.

“Ultimately, what we are striving for is greater consumer trust and confidence in the integrity of our members. The ADMA membership logo should be seen as a badge of trust,” said Sangster.

“Consumers should be reassured by the fact that compliance with the Code is mandatory for members and that if something does go wrong there is an independent, no-cost, expedient avenue for resolution through the Code Authority. Ultimately, not only does the Code represent a win for consumers but it contributes to the commercial growth and corporate sustainability of our members.”

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