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of digital and data-driven marketing and was the only way to avoid stifling innovation and intervention thanks to outdated legislation.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

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in