Marketing Federation becomes ASA member

This major industry association was recently created by the merger of three established bodies, the Institute of Marketing Management (IMM), the Association of Marketers (ASOM) and the Direct Marketing Association (DMA).

After duplicate memberships have been expunged, the MFSA will have at least 600 corporate members, 2500 individual members and 7500 student members (most of whom are already employed within the industry).

Commented ASA executive director, Deline Beukes: "This is a significant strengthening of our membership base. Senior industry members and the new generation of marketers are both represented by the MFSA. It is heartening that they have committed or re-committed themselves to our Code so soon after their formation. We're delighted to have them on board."

MFSA's membership of the ASA is more than a reinstatement of old members in a new guise. ASOM was an ASA board member for many years. The DMA was also an ASA member, but the IMM was not previously aligned with the watchdog body.

ASA membership commits industry bodies and their own members to the ASA Code and makes them subject to the ASA's self-regulatory procedures. Among other things, the Code stipulates that advertising must be legal, decent, honest and truthful, be prepared with a sense of responsibility to consumers and may not exploit the credulity of vulnerable groups like children.

MFSA's acting CEO, Davy Ivins noted: "We have demonstrated our support by applying for ASA membership at the earliest opportunity, and by building into our Articles of Association the requirement that MFSA members adhere to the ASA Code"