ADMA has announced that it’s in the process of updating its Code of Practice to bring it more in line with the current era of data-driven marketing and advertising.
Jodie Sangster (pictured), ADMA CEO, said the old code of practice has served the industry well for over a decade, but that it’s time for a refresh.
“The Association now has a much larger footprint than when the code was introduced in 1999. Yet our role in self-regulating the data-driven marketing and advertising industry remains as important as ever,” said Sangster.
“Our Code needs to take into account changes to marketing practice over the past decade. It must address the challenges arising from the many new and varied channels marketers are using to reach out to customers, such as social media, mobile devices, apps, SMS, word of mouth and location-based mobile,” she added.
Sangster believes the Code must continue to be relevant to more established data-driven channels such as telephone, mail, catalogue and direct response TV.
“Today virtually ALL marketing and advertising is data-driven to some extent. That being the case, the ADMA Code must be relevant to all marketers and advertisers.”
With new privacy laws about to come into effect next year, “a revised Code will enable ADMA to establish best practice under the new privacy regime and help members ensure they are meeting their legal requirements”.