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DMA issues new child data rules
Jul 30 2010, 13:35 PM
A new set of guidelines relating to child data have been published by the Direct Marketing Association (DMA).
The organisation's code of practice has been updated in order to prevent businesses involved in direct marketing using the internet to gather data about children under the age of 12, reports Register.
"This new edition of the code has been updated to include all recent changes to relevant legislation, including data protection, consumer credit, prize draws, telemarketing, and consumer protection," said DMA Chair David Metcalfe in the code.
He added that although direct marketing is subject to a lot of rules from central government, it is important that the industry does its best to be self-regulatory.
The DMA's code of practice has no legal status, although members of the body must abide by it.
Marketing Week reports that one of the new additions to the code is that a new section on the environment, which sets out rules on data hygiene and using paper from sustainable sources.
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