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| Guidelines |
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One of the objectives of the China Direct Marketing
Association is to present an authoritative, responsible and
consistent image of its members and their activities.
The Guidelines establish stands of
ethical conduct and best practices in the conduct of Member's
business and activities. Through the Guidelines the China DMA
hopes to establish and maintain a credible and effective
system of self-regulation that will meet the reasonable
expectations of the Direct Marketing Industry and its Member
companies. All members, including those who use direct marketing media
and who create direct mail and marketing techniques, should
adhere to and abide by this Code.
01. No one should knowingly transgress the
legal or moral right of any individual or group of
individuals.
02. When goods or services are offered,
copy must be completely clear and honest. An offer must
be set out in such a way that it can be easily
understood by the reader.
03. Photography or artwork, when used, must
as accurately as possible, illustrate the actual
product. Where it is impossible to show the exact size
of the product, dimensions should be stated in the text where applicable.
04. When price comparisons are used they
must be factual and verifiable.
05. When testimonials or references are
used, they must be from bona fide users of the products
or services offered, and in the possession of the seller
or be readily accessible for confirmation.
06. When the word 'guarantee' or any
synonym is used, the terms of the guarantee must be
clearly stated and adhered to.
07. When a bonus or gift item is offered
conditionally on the purchase of another item, the
conditions must be stated in easily legible type.
08. Merchandise must not be shipped by
sellers or their agencies without authority from the
customer,unless it is done for product sampling
purposes or as part of a continuity service.
09. When merchandise is offered "on
approval" and an advance payment has been received, a
refund statement must clearly indicate whether or not
mailing, shipping or handling charges are included. Refunds must be made promptly upon receipt of a request.
10. Mailings that promote material that can
be construed as pornographic, salacious, vulgar or
offensive a re unacceptable to, and will not be
countenanced by, the China Direct Marketing Association.
11. Should a person request that he is not
mailed from a mailing list owned by a member, everyconscientious effort must be made to comply.
12. Subject to acceptance of an unpaid
order, goods offered from stock must be shipped within
45 days of receipt of order or the time limit as stated
in the original order.
13. If contrary to '12' above there is a
delay in shipping goods, the customer must be advised in
writing within 45 days of receipt of order, provided a
proper method of communication is possible.
14. When sweepstakes, contests, lotteries or prizes are
used to promote the sale of merchandise, the rules in
each case must be clearly stated. All aspects of the
promotion must be lawful under the provisions of local
legislation.
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