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MARKETING CODE OF PRACTICE
Key elements to be included within Code of Good Marketing Practice
1. ... 1 Key objectives to be outlined:
• good practice and responsible selling in the marketing of fixed line telephone services, and to help customers understand the service and behaviour to be expected.
• a clear framework within which responsible companies should be working, providing reassurance to customers and consumer representatives as to what constitutes good practice in the marketing of fixed line telephone services. ... 2 Focus to be sales and marketing of fixed line telephone services to both business and] residential customers, dealing primarily with issues arising before, during and at and at the point of, sale, with particular emphasis on the avoidance of mis-selling and misrepresentation and ensuring customer understanding of the services offered. ... 3 Sales and marketing staff, and agents, to be made aware of the Code and its contents, and to observe them. ... 4 Customers and advice agencies to be made aware of the Code and its contents. ... Status of Code
2.1 The Code is voluntary until forthcoming legislation makes it compulsory. ... Compliance with this code does not guarantee compliance with any legal requirement. ... 3 Non-compliance with this Code does not affect the validity of any contract between the company and the consumer, unless otherwise provided by law. ... Marketing, Advertising and Promotion
3. ... Whatever the way that marketing activities are conducted, companies must act responsibly. ... 1 Appropriate procedures to be set up for the selection of staff involved with direct contact with customers for the purposes of marketing activities. ...
• the process for cancelling the contract both during the cooling-off period and at any time following commencement of the service; and
• the existence of the Marketing Code of Practice and the benefits provided. ... 6 Responsibility for code compliance by representatives, and any sales agency acting on their behalf, to lie with company. The company should identify the title of the person accountable for ensuring that the company and its agents observe the Code, and the title of the person responsible for handling complaints relevant to the Code. ... The company should be kept informed of incentive schemes used by any agencies it employs for marketing. ... 2 Representatives involved in face-to-face sales and marketing to be issued with
identity badges that clearly display the name of the company they represent and a unique identification number for that representative. ... 6 Code Members should not abuse the trust of vulnerable customers e. ... 7 No marketing or sales activity to be conducted that is directed to those who are under the legal age for entering into contracts. ... 8 Marketing campaign records to be maintained for four months[subject to policy decision], including the date and the approximate time of the contact with the customer. ... 3 Where a face-to-face approach to the customer takes place the customer should be given the information set out in this paragraph, preferably in writing, in a clear and comprehensible manner:
• a summary of the Code that contains essential information including the identity of the Code Member, its address, telephone, fax and e-mail contact details – in writing;
• a description of the telephone service [sufficient to enable the customer to understand the option that the customer has chosen, and how it works];
• information about the major elements of the service, including the cost of any standing charges, the payment terms, line rental, key call types and, for “vulnerable” consumers, details of “protected or special support” arrangements.
Approximate Word count = 2510
Approximate Pages = 10
(250 words per page double spaced)
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