Marketing Codes of practice

Posted by Nathaniel Dalgleish in Aug, 2015

What are Marketing Codes of practice?

A code of practice is a set of written rules that explain how people working in a particular profession should behave.
Marketing codes of practice, as defined by the ADMA (Association for data-driven marketing & advertising), are a set of standards of conduct for marketers to minimise the risk of breaking legislation laws and to promote a culture of best practice. The codes of practice are based on common sense, and deal with fairness and honesty.

What is a Marketing Codes of Practice like?

Marketing codes of practice are guidelines put in place to ensure businesses and consumers have access to adequate product and service information, to allow them to make informed choices. An example of this are generally accepted behaviours in a cricket match, like showing good sportsmanship by shaking hands with the opposing team after a match, even though it’s not in the set of rules.

What is the purpose of complying with Marketing Codes of Practice?

Complying with Marketing Codes of Practice promotes good ethics culture between businesses and consumers, in turn creating confidence between both parties.  It ensures that both businesses and consumers are able to access adequate information on offered products or services, allowing informed choices to be made.  It also minimises the risk of businesses breaching the Australian Consumer Laws (ACL), Privacy Act 1988, Spam Act 2003 and the state’s fair trading legislation.

What is the principal structure of Marketing Codes of Practice?

The principal structure for Marketing Codes of Practice comes under 4 different categories.  These are; Marketing claims, fair conduct which pertains to telemarketing, e-marketing and mobile marketing. Then there is respecting consumer preference and finally, enforcement.

What are the different types of Marketing Codes of Practice?

There are different associations that have Marketing Codes of Practice in Australia. A few of these are; The ADMA (Association for data-driven marketing and advertising), The ACMA (Australian Communications Media Authority) and the Direct Marketing Code of Practice for the NSW Fair Trading Commission.

These codes all follow the basic principal of providing guidelines of ethical marketing and minimising the risk of breaching legislation.

What specific terms are used when complying with Marketing Codes of Practice?

• Consumer – A person acquiring goods or services.
• Direct Marketer – Any organisation or individual that engages in direct marketing, including a salesperson, agent or telemarketer.
• Direct Marketing – The marketing products by communicating through distance, such as e-mail or telephone calls, and the goods and services are supplied under a contract.
• Unsolicited – Communications sent to the recipient without the recipient’s request, such as being approached by a charity fundraiser or a door to door salesman.
• Individual – A person acting in personal capacity or a business.

Where can I find more information about Marketing Codes of Practice?

http://www.adma.com.au/assets/Uploads/Comply-Documents/ADMA-Code-of-Practice3.pdf
http://www.acma.gov.au/Industry/Marketers/Anti-Spam/Ensuring-you-dont-spam/australian-emarketing-code-of-practice-ensuring-you-dont-spam-i-acma
http://www.fairtrading.nsw.gov.au/ftw/Consumers/Ways_to_shop/Door_to_door_sales_and_telemarketing/Direct_Marketing_Code_of_Practice.page