Every member of the Asia Digital Marketing Association
(ADMA) signs off on the Industry Principles and
Guidelines, and agrees to make every effort to
uphold these standards and practices in order
to protect the rights and privileges of individuals
and to help the digital marketing industry grow
across the region.
1) Responsible marketing
ADMA believes that all activities conducted by its
members must protect the individual’s right
to control the type and content of information they
receive in order to ensure that digital marketing
is appealing and effective. Campaigns and communications
should be permission-based or allow the user to opt-out
of any list or campaign at any time.
2) Transparent and effective protection
ADMA believes in implementing effective consumer
protection that is not less than the level of protection
afforded in other forms of commerce.
3) Privacy
ADMA members respect the privacy of every individual
and will not release the identity or details of any
online user or database listing to a third party
without that person’s agreement in advance
unless such release is required by law.
4) Respect for intellectual property
ADMA members will obey local, regional and international
copyright law as applicable, and use best judgement
to respect the intellectual property rights of companies
and individuals.
5) Education
The digital marketing industry in Asia currently
does not have a high profile and is occasionally
misunderstood. ADMA will help educate governments,
enterprises, advertisers, and individuals on: what
digital marketing is, how it works, and the scope
of its potential. Opportunities include sourcing
the relevant information on ADMA’s own website
www.asiadma.com, events, conferences, best practice
case studies and public seminars.
6) Measurement and accountability
ADMA will strive to establish business terms, contracts
and measurement criteria so that both companies and
providers of Internet and database services can fairly
and clearly conduct business with some common reference
points for value.
7) Standards
ADMA will serve as an informal clearing-house for
technical specifications, sizes and formats to simultaneously
maximize the creativity and effectiveness of the
medium, as well as the value for money but avoiding
a proliferation of incompatible formats.
8) Advocacy
The ADMA will vigorously protect the interests of
both industry members and the public when issues
arise or third parties attempt to force certain unreasonable
behaviors or practices.
9) Arbitration
ADMA has the objectivity to serve as an arbitrator
to industry disputes, and provides a platform for
the debate of issues.
10) Self regulation
ADMA seeks to set fair and reasonable standards for
the industry in advance of and often instead of waiting
for regional or local legislation.
To help members meet their responsibilities regarding
the use of the Internet we have adopted the latest
international Organisation for Economic Cooperation
and Development (OECD) guidelines for Consumer Protection
in E-commerce. By meeting this standard members are
assured that they are following world best practice
in their use of online media.
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