The Direct Marketing Association (DMA), the UK trade association for one-to-one marketing, has established a new committee dedicated to promoting responsible marketing in an effort to create a sustainable future for the industry.

The Responsible Marketing Committee will be charged with identifying both the risks and opportunities in the rapidly changing sector, providing thought leadership and direction to marketers, and promoting responsible marketing as a driver for business growth.

The committee was appointed by the DMAs board and will establish the associations policies on the responsibilities marketers have towards consumers, clients and the public at large. It will also monitor and update the DMA Code, the organisations four key principles of marketing and the value exchange that exists between a business and its customers, ensuring the Code remains fit for purpose.

The committee will be chaired by Skip Fidura, client services director at Dotmailer and board member at the DMA. Other members include Andy Grant, managing director of Bow & Arrow; George Kidd, chair of the Direct Marketing Commission and Jacques Prothon, CEO of Emocial.

“In an ever-changing marketing landscape, it is more important than ever that we are able to identify the areas where marketing practice may be at odds with societal norms and expectations,” said Fidura. “This new committee takes responsible marketing as not just a name, but as the core of everything we do.

“Whether it is identifying potential risks, offering guidance or setting policy, we will work with the DMA group, regulators and the industry as a whole to establish the DMA’s position on the responsibilities of marketers and define what constitutes responsible behaviour.”

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