The Direct Marketing Association (DMA) is an independent body that regulates and controls all channels of DM in the UK. The DMA ensures that through its code of practice and best practice guidelines that the customer is at the heart of the communication.
The DMA protects consumers from inappropriate behaviour in the direct marketing industry and to understand the working relationships between agencies, suppliers and clients. The DMA promotes good practice and encourages marketing agencies to abide by it.
The DMA promotes direct marketing, informs consumers of the safeguards that exist, and promotes the DMA as their protector, contact point and regulator. The DMA also tries to ensure that its members create consumer confidence. It gives advice on how companies should use information by operating within the terms of the UK Data Protection Act. To find out more visit dma.org.uk.