What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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ASA invites the industry to 'bend a few rules'
The Advertising Standards Authority has invited all members of the marketing communications industry to submit proposals for change to the Code of Advertising Practice (2005) to your relevant industry body as soon as possible.
While the ASA co-ordinates the code revision process, the industry is responsible for ensuring that the rules are relevant, up-to-date and in-line with international practice. Industry bodies must first evaluate and agree on proposals received from their specific industry sectors.
Clearly motivated proposals should then be submitted to the ASA by 31 March 2005. Proposed changes will be considered by senior marketers, advertising agency and media representatives appointed by the industry to serve on the Code Revision Committee. Their recommendations will be circulated to all industry bodies. Final decisions will be made at the ASA's AGM by the voting members appointed by more than 20 industry bodies.
"We invite you to bend a few rules. Now rather than later.." said the ASA in a statement.
