"GDPR Guidance for Marketers: Consent and Legitimate Interests" has been produced with the collaboration of ISBA, the Data Protection Network and the ICO, which have all made contributions to the final text, including case studies and guidance with expert insights.
The group insists that the aim of this collaborative approach is to establish a consistent position on the GDPR across the marketing industry.
DMA group chief executive Chris Combemale explained that GDPR reinforces the view that the industry body has held for a long time, which is that the customer should be at the heart of everything marketers do.
He added: "The rules offer all of us the greatest opportunities for business transformation in a generation. I believe organisations must use GDPR as a catalyst to transform approaches, balancing privacy with innovation. From boardrooms through to all tiers of organisations, we must work together to create customer-centric business environments. Brands that make data protection a core value will blossom.
Combemale insisted that consent is one of two legal grounds likely to be used for marketing activities, alongside the equally valid legitimate interests that is still all-to-often being overlooked.
He explained: "It's hard to discuss one without the other, which is why we've released today's guidance to explain how the two can work hand in hand for marketers. Because it's not consent or legitimate interests, it's consent and legitimate interests."
More information on the guidance is available on the DMA website>