Announcing the move, Robert Dirskovski, Head of Interactive, DMA, says: “With the internet attracting almost 10% of all advertising spend, a higher proportion than in any other country surveyed in Ofcom’s recent Communications Market Report (November 2006) and with over 60% of UK consumers having access to the web, it’s clear that the internet has shifted up several gears in marketing terms in the past year.”

The important role which search marketing now carries within the direct marketing sector means that clear guidelines are needed for its responsible use. That’s why the DMA is today announcing the formation of a new group to draw up both a new code of conduct and best practice to help the industry develop further while retaining the trust and confidence of consumers on which it depends.

The DMA will convene a plenary session of its Search Marketing Group early in the New Year to agree the elements of the new Search Marketing Code. It plans to circulate the Code for comment both within the DMA membership and beyond to ensure the broadest industry consensus and expects the new Code will be incorporated into the Direct Marketing Code of Practice by March 2007