In a bid to create a sustainable future for the marketing industry, the Direct Marketing Association (DMA) has unveiled its new Responsible Marketing Committee, which aims to identify the opportunities and risks in an ever-changing sector landscape; as well as provide direction and thought leadership to marketers.

The DMA’s Board appointed the Committee to set out clear policies for marketers to adhere to, in addition to defining what constitutes responsible behaviour. Furthermore, a key responsibility will be to ensure that The DMA Code remains fit for purpose to protect the long-term health of the marketing industry amidst changing customer views and societal expectations around each of these four core principles.

Chaired by Skip Fidura, DMA board member and client services director at dotmailer, other members include the managing director at Bow & Arrow, Andy Grant, and chair of the Direct Marketing Commission, George Kidd.