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DMA Code Compliance Policy for Tyler Hampshire

Version 1.1
Effective Date: 01/09/2024

1. Introduction

This policy outlines Tyler Hampshire’s commitment to complying with the Direct Marketing Association (DMA) Code of Practice, which sets the standard for ethical and responsible marketing in the UK. As a marketing company focused on lead generation, Tyler Hampshire is dedicated to upholding the DMA Code’s principles, ensuring transparency, fairness, and respect for individuals’ privacy in all marketing activities.

2. Scope

This policy applies to all employees, contractors, and third-party vendors involved in direct marketing activities on behalf of Tyler Hampshire. It covers all forms of marketing, including email, SMS, telemarketing, postal marketing, and online advertising.

3. Key Definitions

  • DMA Code: The Direct Marketing Association Code of Practice, which provides guidelines for ethical marketing.
  • Direct Marketing: Any communication aimed at promoting products or services directly to individuals.
  • Consent: Freely given, specific, informed, and unambiguous agreement to receive marketing communications.
  • Opt-Out: The ability for individuals to withdraw consent and stop receiving marketing communications.

4. DMA Code Compliance Principles

Tyler Hampshire adheres to the following principles of the DMA Code:

  1. Respect for Privacy: All marketing activities must respect individuals’ privacy and comply with data protection laws, including the UK GDPR and PECR.
  2. Transparency: Individuals must be clearly informed about how their data will be used.
  3. Fairness: Marketing communications must be honest, clear, and not misleading.
  4. Responsibility: Tyler Hampshire takes responsibility for ensuring all marketing activities are ethical and compliant.

5. Key Compliance Measures

5.1. Consent and Permissions

  • Explicit Consent: Prior to sending any direct marketing communications, Tyler Hampshire will obtain explicit consent from individuals, unless the soft opt-in rule applies.
  • Clear Opt-In: Consent will be obtained through clear and unambiguous methods, such as a checkbox or button. Pre-ticked boxes or implied consent are not acceptable.
  • Double Opt-In: For email marketing, a double opt-in process will be used, where individuals must confirm their subscription by clicking a verification link.

5.2. Soft Opt-In for Existing Customers

  • Existing Customers: Tyler Hampshire may send marketing communications to existing customers under the soft opt-in rule, provided:
    • The communication relates to similar products or services previously purchased.
    • The customer was given the opportunity to opt out at the time of purchase and in every subsequent communication.
  • Opt-Out Option: All marketing communications will include a clear and easy-to-use unsubscribe mechanism.

5.3. Transparency and Fairness

  • Clear Identification: All marketing communications will clearly identify Tyler Hampshire as the sender and include accurate contact information.
  • Honest Messaging: Marketing content will be truthful, accurate, and not misleading.
  • Privacy Notice: A clear and concise privacy notice will be provided to individuals, explaining how their data will be used and their rights under data protection laws.

5.4. Data Accuracy and Management

  • Data Accuracy: Tyler Hampshire will ensure that all personal data used for marketing is accurate and up to date.
  • Data Suppression: Individuals who opt out of marketing communications will be added to a suppression list to ensure they do not receive further communications.
  • Data Retention: Personal data will be retained only for as long as necessary to fulfill the purpose for which it was collected.

5.5. Third-Party Compliance

  • Vendor Agreements: All third-party vendors involved in direct marketing activities must comply with the DMA Code. Data Processing Agreements (DPAs) will include specific clauses on DMA compliance.
  • Monitoring: Tyler Hampshire will regularly monitor third-party practices to ensure ongoing compliance.

6. Training and Awareness

  • Employee Training: All employees involved in marketing and data processing will receive regular training on the DMA Code and ethical marketing practices.
  • Internal Guidelines: Internal guidelines will be provided to ensure consistent and compliant practices across the organization.

7. Monitoring and Auditing

  • Regular Audits: Tyler Hampshire will conduct regular audits of its marketing practices to ensure compliance with the DMA Code.
  • Record-Keeping: Detailed records of consent, opt-outs, and marketing activities will be maintained to demonstrate compliance.

8. Incident Response

  • Breach Notification: Any breaches of the DMA Code will be reported to the relevant authorities, including the Information Commissioner’s Office (ICO), if required.
  • Corrective Actions: Immediate corrective actions will be taken to address the breach and prevent recurrence.

9. Policy Review

This policy will be reviewed annually or as needed to ensure ongoing compliance with the DMA Code and changes in business operations.

10. Contact Information

For questions or concerns regarding this policy or DMA Code compliance, contact:
Data Protection Officer (DPO)
DPO@tylerhampshire.uk

By Post

Tyler Hampshire

24 Greek stStockport
SK3 8 AB