Following a board meeting on September 5, the Federation of European Direct Marketing has formally adopted its code of conduct for e-commerce and interactive marketing.

Based on existing international, European and national codes, and relevant EU regulations, the code covers commercial offers, contractual information, the need for financial security, data protection, the protection of children, redress mechanisms, monitoring and enforcement.

Intended both as a stand-alone European code for FEDMA members and other organisations doing business by e-commerce, the code also serves as a template for national codes operated by affiliated direct marketing associations.

Its key objective is to ensure the trust and confidence of the consumer in e-commerce. Says FEDMA chairman Ivan Hodac: “FEDMA recognises that it is essential to encourage both businesses and consumers to use and enjoy the benefits of e-commerce. However, research is showing that consumers are losing their confidence in e-marketing, and businesses are becoming confused as to the laws and regulations they have to apply.”

Added Hodac: “This code in no way supplants national laws, but it does lay down a set of good business practices. If these are followed the consumer can be sure he/she is in good hands and will not be disappointed".

The code is part of FEDMA's overall plans for developing self-regulation of e-commerce. Copies can be obtained from

News Source: Press release (8-Sep-00)