Data are essential to any business in the Direct Marketing Sector. Any regulations in this area should be clear and flexible enough to allow the marketing and e-commerce industry to further develop. FEDMA and its members have been and continue to promote the responsible and transparent use of data in offering products and services, and in fulfilling the potential of the Single European Market for products and services. FEDMA has over the years adopted several codes of conduct regarding Direct Marketing and the use of data.

FEDMA and its members have been one of the most active stakeholder groups in the various talks with the European Commission, European Parliament, the Article 29 Working Party and national authorities.

FEDMA is the only European organization that negotiated and obtained the approval of the Article 29 Working Party for an annex to the FEDMA code of conduct for the Use of Personal Data in Direct Marketing with regard to the processing of data in online marketing (click here for the document). The organization is also active in several international industry and self regulatory bodies, such as the ICC – International Chamber of Commerce, EASA – European Advertising Standards Association, and WFA - World Advertisers Federation.

The leading FEDMA structure dealing with data protection and privacy issues is the FEDMA Legal Affairs and Ethics Committee, coordinated by Mathilde Fiquet.