The DMASA Code of Conduct has been in the works for some time. The Direct Marketing Association of South Africa (DMASA) call it the Direct Marketing POPIA Code of Conduct. The regulator has received a code of conduct from the Direct Marketing Association of South Africa (DMASA). The Information Regulator gave notice that it received a proposed code of conduct from the DMASA (section 61(2)) and the Department of Justice and Constitutional Development published the notice in the Government Gazette on 30 June 2023.

The comment period closed on 14 July 2023. We are monitoring this development closely and will publish a summary of the revised Code once the regulator publishes it.

Overview of the Direct Marketing POPIA Code of Conduct

The code deals with how the Direct Marketing Industry will process personal information. The code aims to promote appropriate practices by DMASA members who govern the processing of personal information under the Protection of Personal Information Act (POPIA). Lastly, the code establishes procedures for DMASA members to interpret POPIA and other laws so that DMASA members can swiftly resolve complaints.

When will the DMASA code of conduct be finalised?

The short answer is that this is not clear from the notice. Once the regulator provides its approval, it will publish the varied code of conduct in the government gazette. The code will come into effect 28 days after the regulator issues the code and publishes a notice in the government gazette. Thereafter, DMASA will publish a copy of the approved code and the commencement date of the code on its website.

We will monitor these developments and will update this post as soon as the DMASA publishes the approved code.

Actions you can take

  • Read the full version of the code of conduct by downloading it.
  • Be updated when the code of conduct is finalised by visiting our Insights page.