Code of Ethics
- As part of KCDMA's continuing goals, we heartily endorse the Operating Guidelines for Ethical Business Practices as proposed and accepted by the Direct Marketing Association. KCDMA feels very strongly that successful direct marketing must originate with consistent, fair and honest business practices. We hope you will join us in making this resolution a part of your goals and a part of your businesses. Advertisers/marketers, whether selling products or services or raising funds for nonprofit organizations, should make their offers clear and honest. They should not misrepresent a product, service, publication or program and should not use misleading, partially true or exaggerated statements. All descriptions and promises should be in accordance with actual conditions, situations and circumstances existing at the time a mailing or solicitation is made.
- Advertisers/marketers should also operate in accordance with the Better Business Bureau's Principles, contained in the BBB Code of Advertising, and be cognizant of and adhere to the postal laws and regulations and all other laws governing advertising and transactions of business by mail or telephone.
- Mailings and other types of solicitations should not contain vulgar, immoral, profane or offensive matter, nor should advertisers/marketers use direct marketing media to promote the sale of pornographic material or other matter unacceptable on moral grounds.
- Advertisers/marketers, whether selling products or services or raising funds for nonprofit organizations, should not disparage any person or group on grounds of sex, race, color, creed, age or nationality.
- The terms and conditions of guarantee should be very clearly and specifically set forth in immediate conjunction with the guarantee offer. Guarantees should be limited to the reasonable performance capability and qualities of the product or service advertised.
- Advertisers/marketers should not make exaggerated price comparisons, claims on discounts or savings, nor exploit fictitious prices.
- Photographs and artwork representing or implying representation of a product, service or fund-raising program for nonprofit organizations should be faithful reproductions of the product, service or aid offered by the fund- raising program. All should be correct and truly representative.
- All descriptions and promises should be in accordance with the actual conditions, situations and circumstances, existing at the time of the promotion. Photographs and artwork representing or implying situations related to the product, service, or program should be in accordance with the facts. If models are used, clear disclosure of that fact should be made in immediate conjunction with the portrayal.
- Advertisers/marketers, whether selling products or services or raising funds for nonprofit organizations, should not use unsupported or inaccurate statistical data or testimonials originally given for products or services other than those offered by such advertisers/marketers or testimonials making statements or conclusions known to be incorrect. If testimonials are used, they should contain no misstatement of facts or misleading implications and should reflect the current opinion of the author.
- Advertisers/marketers should not mail or ship unordered merchandise for which payment is demanded.
- Advertisers/marketers should not use a list in violation of the lawful rights of list owners and should promptly bring to the attention of the lawful list owner any information regarding the possible violation of their proprietary rights therein.
- When products or services are offered on a satisfaction-guaranteed or money-back basis, any refunds requested should be made promptly. In an unqualified offer of refund or replacement, the customer preference should prevail.
- Advertisers/marketers should be prepared to make prompt delivery of orders solicited in their copy or script. Unforeseen contingencies should be reported to the customer promptly when delivery is unavoidably delayed. A reply device should be included, enabling the customer, if they wish, to cancel the order and obtain a refund of any purchase price already paid.
- Advertisers/marketers who are raising funds for nonprofit organizations should make no percentage or commission arrangements whereby any person or firm assisting or participating in the fund-raising activity is paid a fee proportionate to the funds raised, nor should they solicit for non-existent or non-functioning organizations.
- All advertisers/marketers, including those firms who use, create, produce or supply materials and/or lists for direct marketing, should make conscious efforts to remove names from their lists when so requested, either directly or in accordance with the DMA Mail Preference Service and other such consumer services.
