Policies and Standards

Policies & Standards

Data protection compliance is also governed by a number of industry codes which dictate the standards that their members must adhere to beyond all legal requirements.

Advertising Industry Self-Regulatory Codes

The Advertising Standards Authority (ASA) is the self-regulatory body for the advertising industry. The codes which the ASA applies are written by the Committees of Advertising Practice (CAP) and breach of these can result in sanctions and referral to Ofcom and Trading Standards.

• UK Code of Advertising and Direct & Promotional Marketing (CAP Code); Section 10 – The CAP Code applies to all non-broadcast advertisements, sales promotions and direct marketing communications. Section 10 specifically concerns the use of data for marketing.
• ASA New Rules on the Use of Data for Marketing – These rules were introduced in November 2018 to ensure that data protection issues most relevant to marketing aligned with the standards set in the GDPR.

Further Industry Codes

A number of our member associations also have codes which set standards for their members’ behaviour, including the processing and handling of data.

Data and Marketing Association Code – The DMA is the trade body representing UK marketers. All members and their business partners must adhere to the five principles outlined in the code.

Market Research Society Code of Conduct – The MRS is the UK professional body for research, insight and analytics. The Code of Conduct is a self-regulatory code for all members, company partners and those retained by them. It was revised in October 2019 to encompass the requirements of the DPA 2018.

IAB: Transparency & Consent Framework (TCF)

The TCF is a framework aiming to help all parties in the digital advertising supply chain to meet the transparency and user-consent requirements of the GDPR and e-Privacy Directive. It standardises the process of obtaining internet users’ consent in compliance with the regulations for data processing and gives the advertising and publishing industries a common language with which to communicate this consent for the delivery of relevant online advertising and content.

The TCF consists of open-source technical specifications and policies and is continually evolving based on consultation and feedback from users and stakeholders.

• IAB Europe TCF Policies
• TCF Framework 2.0 Fact Sheet