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ADMA launches new code of practice to self-regulate data-driven marketing

Technology & Data

ADMA launches new code of practice to self-regulate data-driven marketing


The Association for Data-Driven Marketing and Advertising (ADMA) has launched a new Code of Practice to support marketers to make responsible decisions in the new era of direct marketing.

The code aims to support marketers to self-regulate and make responsible decisions around data, technology, creativity and content.

It assists companies with compliance while allowing industry to be flexible and agile, with the aim to avoid legislative intervention, which ADMA describes as “innovation-killing and industry-stifling”.

“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,” says ADMA CEO Jodie Sangster.

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

The six principles of the code are underpinned by the hero principle, ‘consumer first through empowerment and protection’.

The principles are:

  1. Use data responsibly,
  2. provide choice,
  3. promote fairness,
  4. encourage transparency,
  5. be honest, and
  6. value safety.

Under each principle ADMA has outlined a list of outcomes and rules. The organisation describes its approach as ‘media agnostic’ and appropriate to all data-driven, cross-channel marketing and advertising.

“Members need to put the consumers’ interests first, perfectly aligning self-regulation with the culture of customer-centric marketing. Not only does the code represent a win for consumers but it contributes to the commercial growth and corporate sustainability of our members,” Sangster says.

Compliance with the ADMA code is mandatory for all members. An independent, no-cost code authority will manage and resolve consumer complaints.

The code authority members are:

  • Neill Buck, former head NSW Trade Practice Commission/ACCC (chair),
  • Graeme Alexander, vice president – head of compliance and ethics, Australia and New Zealand, AMEX (industry representative),
  • Samantha Yorke, public policy and government affairs, Google (industry representative),
  • Sophie Jackson, principal legal counsel, Foxtel Management (industry representative),
  • Robin Brown, former chair, Australian Federation of Consumer Organisations (consumer representative),
  • Victoria Rubensohn AM, Accan (consumer representative), and
  • Allan Asher, former Commonwealth Ombudsman (consumer representative).


Michelle Herbison

Assistant editor, Marketing Magazine.

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