The head of the one-to-one marketing industry’s watchdog, the DM Commission (DMC), has said that marketers must now look beyond “complying with the law” to following principles that “put their customer first” to win trust, create effective marketing and prevent consumer complaints.
The comments, made by the DMC’s chief commissioner George Kidd, follow the publication of the watchdog’s annual report this month (January 2015). The report recorded 103 investigations into companies alleged to be in breach of the DMA Code, the one-to-one marketing industry’s self-regulatory code of best practice.
The majority of complaints received were from consumers about invasions of privacy and so-called ‘sharp practices’, and were backed by thousands more complaints to bodies including the Telephone Preference Service and the Information Commissioner’s Office. Two companies were expelled from DMA membership following investigations by the DMC.
The DMC is the independent watchdog responsible for enforcing the DMA Code. In August 2014, the DMA launched a new principles-based code of practice. The new DMA Code comprises five principles that make putting the customer first the priority, rather than just complying with the law.
According to Kidd, the majority of complaints logged and investigated would have been avoided if marketers followed these principles and complied with the interests of their customers: “The overwhelming majority of marketers understand the law and know what they can and can’t do when it comes to using people’s data. However, there are many who play fast and loose with the rules. As the nature of the complaints show, consumers don’t focus on whether or not marketers are or are not breaking a law or regulation. They are angry when they feel deceived or misled when their requests for privacy are ignored and when they think their personal information is being sold on.
“Marketers therefore must look beyond complying with the law and standards of best practice to complying with their customers’ wishes. Doing so is essential for creating effective marketing, earning consumer trust and preventing complaints. Following the DMA Code is the route to putting their customer first at all times.”
This month (January 2015), the DMC has appointed its new independent commissioner. Dr Simon Davey will succeed The Very Revd. Professor Martyn Percy, Dean of Christ Church, Oxford, who has now completed his term of office. Dr Davey is a former Chair of the Standards Committee for the London Borough of Bromley and is an associate of Cass Business School’s Centre for Charity Effectiveness. He is the founder of Emerging Scholars, a programme to grow ability, belief and character in disadvantaged girls and co-developed Inspire IT to empower marginalised young people.
The DMC’s annual report can be downloaded here