Britain's Institute of Practitioners in Advertising has released its first Direct Marketing Charter in a response to requests from DM agencies for an alternative view to the Direct Marketing Association's code of practice.

The IPA's vision of DM best practice sets out guidelines and commitments for the sector and aims to promote a professional approach within the industry.

It focuses on aspects such as self-regulation of DM agencies, advocates the use of targeted, effective cold marketing and promotes the principle of permission and consent in the use of personal data.

Two years ago the IPA suggested a joint approach to DM practice in association with the DMA, but the latter body rejected the proposal.

Agencies then rallied for a representative better suited to their needs than the DMA, which was largely viewed to have too broad a membership, including advertisers and suppliers as well as agencies.

"There is crossover with what we do, but we welcome it", comments the DMA managing director James Kelly on the new IPA charter, "we look forward to working with the IPA."

For the full IPA DM charter, click here.

Data sourced from: BrandRepublic (UK); additional content by WARC staff