ADMA bases new code of conduct on self-regulation and customer centricity

Association for Data-driven Marketing and Advertising says its new code of practice is designed to help marketers and advertisers navigate complex industry and regulatory conditions with flexibility

The Association for Data-driven Marketing and Advertising (ADMA) has unveiled its new Code of Practice which it says reflects a new era of industry self-regulation for the industry.

The new charter is the first major overhaul of the association’s code of conduct for nine years. It provides guidelines for members around data, technology, creativity and content practices as well as compliance to the more recent changes to privacy laws and data retention.

“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,” ADMA CEO, Jodie Sangster, said. “There is an absolute requirement to act ethically and those who do so and put the customer first will win.

“Our new code provides the guidance they need to make good choices in a fluid, data-driven ecosystem.”

According to Sangster, the code is designed to help marketers and advertisers navigate Australia’s modern and complex regulatory regime, and is based around principles and benchmarks to establish best practice. For instance, the code requires members to consider the target audience when delivering commercial communications by whatever channel, and to operate transparently.

When using third-party data, members must also satisfy themselves around the permissions required, as well as accept responsibility for actions taken on their behalf by partners and other suppliers.

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

ADMA said self-regulation was an imperative given the rapid development of digital and data-driven marketing and was the only way to avoid stifling innovation and intervention thanks to outdated legislation. The code has been released following recent revisions to Australia’s Privacy Act.

The code is based on discussions with members, government regulators and consumer bodies over a two-year period, as well as overseas best practice and is based on the approach taken in the UK.

The association stressed the code was not about more regulations, but about minimising the threat of government legislation, which could be imposed upon industry by regulators if it is perceived the industry is not operating ethically and honestly.

“Ultimately, what we are striving for is greater consumer trust and confidence in the integrity of our members,” Sangster said. “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.”

The overarching code will be underpinned with more detailed guidelines and resources which will be developed as required and available online, ADMA said.

The association also has established an independent code authority as a complaints handling unit, to provide advice and dispute resolution should anything go wrong. This includes seven members: Chairman, three consumer representatives and three industry representatives, five of which are new to the authority.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in