Responsible Marketing

Responsible Marketing

The DM Trust supports responsible marketing. We encourage companies using data driven marketing techniques to uphold industry codes of practice. We are concerned that the impact of data driven marketing should be a positive one. To that end, we fund projects which benefit the consumer, especially those that provide increased protection for vulnerable consumers.

We also fund projects which contribute to general compliance and enhance the reputation of one-to-one marketing, providing a well governed environment for customers to conduct business using one-to-one channels.

In order to understand better the impact of data driven marketing techniques on consumers, the DM Trust will also consider funding research projects which provide insight in this area.

Compliance with the law governing data driven marketing and industry best practice should be a priority for businesses in the sector. The DM Trust recognises the role of self-regulation in improving consumer confidence and ensuring that legislation is only necessary as a back stop.

In order to achieve compliance with the law and codes of practice, guidance needs to be accessible to all. SMEs in particular often lack this guidance. Projects which ensure that legal and best practice advice is available to all companies involved in one-to-one marketing would be considered.

Organisations promoting responsible marketing may wish to seek funding from the Trust for development projects.

It is important that organisations within the sector which comply with the law can also demonstrate they adhere to best practice.


Please find application for funding from the Consumer Grants Fund here, and the Guidance Notes here.

See link to our privacy policy here.